Summary - Methods of Communication Research and Statistics
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Course
Methods of Communication Research and Statistics
Institution
Universiteit Van Amsterdam (UvA)
These is a full summary of all the lectures and tutorials of MCRS and includes descriptions on how to do stuff in SPSS and in general how to incorporate the results. It will help you get a better understanding but also help you learn statistics better.
METHODS TO COMMUNICATION RESEARCH
(LECTURES AND TUTORIALS )
LECTURE 1
● PINK WASHING ; With corporate communication they brain- wash
people in (for example ) believing they are supportive through lgbtqia+
matters while at the same time they advertise non- adequate books
● MARKETING COMMUNICATION ; They use strategies to advertise
their product without really believing in that
● PERSUASIVE COMMUNICATION ; *I What is the effect of delivering
personalized messages to consumers based on their noncurrent media
usages in real time , on brand attitude ?
* What drives individuals to act swiftly and drastically to address
one crisis but not the other ?
Scientific research is ;
A systematic process of gathering theoretical knowledge through observation
RESEARCH IS A SYSTEMATIC PROCESS OF :
1. Posing questions
2. Answering questions
3. Demonstrating that your results are valid
4. Sharing your research results
,HYPOTHESES SHOULD BE
Empirically testable
Objective
Falsifiable
CHAPTER 1 FROM TREADWELL
GETTING STARTED : POSSIBILITIES AND DECISIONS
% Quantitative- through numbers
? Qualitative - through words
● people are similar in the way they behave
* distant observer - neutral and dispassionate , unable to get closer insights
* close/interactive observer - gets insight but also influences the group and becomes
biased
SCIENTIFIC METHOD
● Observation / empiricism
● the attempt to rule out alternative explanations
+ surveys - produce quantitative results
+ focus groups - qualitative results
FIELD OF STUDY
● The researcher typically focuses on one of the many specific aereas
THE RESEARCHER
● The scientific tradition values objectivity and dispassionate observation
THE APPROACH
THE SAMPLE
,THE DATA
● Triangulation : researchers use multiple methods providing multiple
perspectives to ensure that they have a good ‘fix’ on the problem
● Q methodology : assume that it is the respondents subjective views of the
world that are of interest , but combine that research focus with quantitative ,
computational approaches to recording and assessing these views
SUMMARY
● Communication research is a process of posing questions about human
communication and designing and implementing research that will
answer those questions
● Communication researchers typically specialize in one aspect of
communication
● Researchers may use qualitative methods , quantitative methods , or both
● Researchers have empirical , interpretive or critical perspectives on
communication
● Human communication research inescapably involves ethical decisions
MICRO LECTURES
QUIZ 1 :
1. What is an example of knowledge based on opinions ? - authority
2. Why is casual observation a good form of evidence ? - Because due to
selective perception the observations easily confirm what is expected
QUIZ 2
SCIENTIFIC METHOD
Systematic observation - better chance of valid explanations ( evaluate
plausibility of hypotheses )
QUIZ 3
● Observation : does not describe / explain general relation
● Hypotheses /Law : describes / explains pattern , general relation
● Theory : Overarching explanation of many related phenomena
CHAPTER 2 FROM TREADWELL
● Getting to research start line :
1. basic assumptions that underpin communication research
2. deciding on a focus
3. deciding the purpose of your research
STARTING WITH BASIC BELIEFS AND PERSPECTIVES
● Basic assumptions about human behavior merge into broad worldviews that
underpin our perspectives on communication research
WORLDVIEW 1 . The emphasis on measurement and generalization is called a
NOMOTHETIC approach
WORLDVIEW 2 . * This view assumes that knowledge is socially constructed out
of interaction between people and it is subjective
* The emphasis on individual understanding is called
idiographic approach
● Researchers ‘ overall goal is understa
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