Mass Media and Society

Introduction to Research Methods

April 2, 2014

Introduction to research methods

• Lule pages 50-52• Media theories provide

framework for approaching questions about media effects

Research methods• Content analysis• Archival research• Surveys• Social role analysis• Depth interviews

Research methods• Rhetorical analysis• Focus groups• Experiments• Participant observation

‘Basics of Social Science Research’

• Earl Babbie, author• Agreement reality: Things

we “know” as part of culture we share

• Epistemology: Science of knowing; systems of knowledge

Research basics• Methodology: Science of

finding out; procedures for scientific investigation

• Theory: Systematic explanation for observations that relate to a particular aspect of life

• Theory, not philosophy or belief

Causal relationships• Attributes or values are

characteristics or qualities that describe an object: a person

• Variables are logical sets of attributes: male/female, occupation, etc.

• Variables, attributes are foundation for research

Variables• Independent: Taken as

simply given• Dependent: Assumed to

be depended on or be caused by another; for example, income is partly a function of formal education

Purposes of research

• Describing state of affairs• Explaining phenomena• Exploring phenomena• Pure research: knowledge

for sake of knowledge• Applied: Research seeks

to make a difference

Dialectics of research

• Qualitative data are numerical (rating scale, for example); quantitative are not (open-ended survey, for example)

• Both are useful for research purposes

Quantitative vs. qualitative

• Quantitative involves statistical analysis of numerical data

• Qualitative more typically includes field research (interviews, questionnaires) and can generate theories

Avoiding the illogical• In everyday life, we

sometimes reason illogically; researchers seek to avoid this by being careful and reasoning deliberately in observations

• Avoiding generalizing and jumping to conclusions