Research Methods in Communication Week 1 Lecture Notes
Research Methods in Communication Week 1 Lecture Notes Comm88
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This 3 page Class Notes was uploaded by Azin Namin on Friday April 1, 2016. The Class Notes belongs to Comm88 at University of California Santa Barbara taught by Dolly Mullin in Spring2014. Since its upload, it has received 28 views. For similar materials see Communication Research Methods in Communication Studies at University of California Santa Barbara.
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Date Created: 04/01/16
Lecture 1: Ways of Knowing Epistemology: “everyday” ways of knowing: tradition/tenacity: something is true because it has been passed down and will remain true o ex. pay day on Friday; Turkey on Thanksgiving o ex. don’t swim until 1 hour after eating o downside: sources can be wrong sometimes authority: true because told to us by credible source/ someone we trust o downside: sources can be wrong sometimes intuition/logic: something is true because it makes logical sense/common sense (surface level) o “Platonic idealism” felt that thought and debate was more helpful (more rigorous); A=B, B=C, so therefore A=C o downside: original premise may be wrong wrong conclusion; illogical reasoning (gambler’s fallacy) experience/observation: using physical senses/personal experiences (surface level) o “Balconian empiricism” one must go out and get data about something; inductive reasoning (more rigorous) o downside: correlation vs. causation, inaccurate/selective observation ▯ ▯ Problems w/ everyday ways of knowing: Illogical reasoning; ex. gambling Inaccurate observation Selective observation: we see what we want to see Overgeneralization Can all lead to conflicting ideas of truth: i.e. “absence makes the heart grow fonder” or “out of sight out of mind” ▯ The Scientific Method: Combines platonic idealism w/ empiricism Communication science: use empirical observations to test theories about comm processes ▯ Unique Characteristics of Science: Scientific research is published: public knowledge Science is empirical: many conscious, deliberate observations Science is objective: no biases Science is systematic & cumulative: builds on prior theory/studies ▯ ▯ ▯ Lecture 2: Goals of Science and Approaches to Research ▯ ▯ Goals of Scientific Research: Description- patterns- “what is” Explanation-develop understanding of these patterns- “why it is” Prediction- “What will be” CANNOT: tell us “what should be”; settle questions of moral value ▯ The Research Process Wheel of science- o Theories hypothesesObservations Qualitative vs. Quantitative- o Quantitative: Adhere strongly to scientific goals &principles (objectivity, empirical data etc) Employ numerical measures & data analysis. ex: surveys, experiments, content analysis o Qualitative(interpretive/field research): a “humanistic” form of social science values SOME aspects of science-esp. empiricism(data) but also values researcher subjectivity. Examples: Participant observation, depth interviewing, conversation analysis. ▯ Using theories in research: Theories in science should be falsifiable- o Able to be tested and proven wrong- can never be proven true permanently Theories are built of “concepts”- o Terms/ideas/parts of the theory defined by researchers EX social cog. Theory- w We learn by watching modeled behavior o Requires attention, retention, motor reproduction, motivation- these are the concepts Concepts studied as variables that can be changed to alter the outcome
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