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UVU - comm 3020 - Class Notes - Week 1

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background image Chapter 1 WHAT IS RESEARCH? Research  o the discovery of answers to questions through the  application of scientific and systematic procedures. Social Science Research o is conducted through the use of scientific and  systematic methods, and it is based on the 
assumption that research can uncover patterns in 
the lives of people.
Quantitative o more objective. Qualitative o more subjective. Empirical o Both quantitative and qualitative methods are  based on observations or experiences of 
communication.
o Both types are needed because it is unlikely that  quantitative or qualitative methods alone can 
provide complete answers to the many questions 
we have about communication behavior.
Proprietary research o research that is commissioned by an individual or  organization for its own use. SCHOLARLY RESEARCH Describing behavior o entails describing outcomes, processes, or ways in  which variables (another name for the concepts we 
study) are related to one another.
Determining the cause or causes of behavior o is of interest to communication scholars because  knowing the cause of something allows scholars to 
background image later plan interventions or develop training to 
increase the effectiveness of communication.
Predicting behavior o researchers can describe communication events  and identify their causes Explaining behavior o understanding why a behavior occurs Theory o is a related set of ideas that explains how or why  something happens. In other words, a theory 
provides a way for thinking about and seeing the 
world. 
o theory helps us understand or make sense of the  world around us COMMUNICATION AS A SOCIAL SCIENCE Quantitative Methods research that relies on numerical measurement Qualitative Methods research in which the researcher observes 
participants first hand in naturally occurring 
contexts
The study of communication from a social science 
perspective uses quantitative or qualitative methods to 
look for patterns of messages or communication 
behaviors.
the data must be empirical; that is, the data must 
be able to be verified through observations or 
experiences.
The social sciences are different from the natural 
sciences in that the social scientists focus on the study 
of human behavior.
The Scientific Approach  Researchers start with a question that interests 
them. 
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School: Utah Valley University
Department: OTHER
Course: Communication Research Methods
Professor: Jordan Allen
Term: Spring 2019
Tags: research methods and communication
Name: Chapter 1
Description: #quantitative #qualitative #researchmethods
Uploaded: 01/16/2019
4 Pages 32 Views 25 Unlocks
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School: Utah Valley University
Department: OTHER
Course: Communication Research Methods
Professor: Jordan Allen
Term: Spring 2019
Tags: research methods and communication
Name: Chapter 1
Description: #quantitative #qualitative #researchmethods
Uploaded: 01/16/2019