RESEARCH

DESIGN
Research design includes the
following:
Research methods
Variables/Measures (quantitative)
Concepts/Indicators (qualitative)
Sampling
Respondents/Informants/Subjects
Instrumentation
Data Collection
Data Analysis
REVIEW:

Qualitative vs quantitative approach

in research
Types of research based on purpose
Types of research based on time
dimension
Units of analysis (individual, social group,
organization, artifact, event)
RESEARCH METHODS:

Survey
Textual analysis
Case study
Ethnography
Reception analysis
SURVEY:

Used to collect information describing

conditions, events, opinion, people,
organizations, etc. by asking
especially-designed questionnaire
Its purpose is to infer conclusion
about a population
Major types of survey research:

Descriptive survey
Describe the distribution of phenomenon
in a population
Explanatory or analytical survey
Devoted to finding causal relationship
between or among variables
Types of survey according
to time frame:
Cross-sectional (ONCE)
Longitudinal (STUDY CHANGES
OVER TIME)

REVIEW: procedures
» Advantages
» Disadvantages
» General problems
TEXTUAL ANALYSIS:
Is used to describe and interpret the
characteristics of a recorded or visual
message.
Is used to study communication texts,
which may include:
Written transcripts of speeches
Conversation
Written documents
Electronic documents
Visual texts
Purposes of Textual analysis:
To know the nature of communication
To determine how comm. is related to
each other
To evaluate texts by using a set of
standards
TYPES OF TEXTS:
Transcripts of comm. – verbatim recordings
of actual comm.
Outputs of comm. – messages produced by
communicators themselves, i.e. written
artifacts, works of art
Key questions for textual analysis:

Who is the writer of the text?

Why did s/he write this text?
For whom is this text written?
What features/devices (i.e. anecdotes,
observations, figurative devices, etc) did
the writer use to influence the audience?
What was the context (social, political,
cultural, etc.) in which the text was written?
Possible comparison items:
Same source but different time
periods
Same source in different situations
Same single source for different
audiences
Two different messages but same
source
Comm. material against an existing
standard
CASE STUDY:

An empirical study that investigates a

contemporary phenomenon within its
real-life context, when the boundaries
between the phenomenon and its
context are not clearly evident
Reasons for conducting
case studies:
To generate rich data that may
suggest topics for more intensive
investigation
To generate anecdotal evidence that
can illustrate general findings
To provide the best description on a
unique event
Components of a case study:
Purpose of the study, including the problem
that gave rise to the study
Presentation of the data including the
themes, patterns, and interpretations
Methodology
Validation of findings/outcomes
Conclusion
DIFFERENT METHODS/TOOLS MAY BE USED:
SURVEY, FGD, OBSERVATION, INTERVIEW, ETC.
Sample case studies:

Case study of hi-jackers

Case study of homosexual Internet
users
Case study of a radio station
Perhaps a case study of PINOY BIG
BROTHER
TRIANGULATION:

By means of research method

By using several researchers

By using multiple sources of data

Ex: survey with different respondents
FGDs with different participants
Data sources for case study:

Documents
Archival records
Interviews
Direct observation
Participant observation
Physical artifact
RECEPTION ANALYSIS:

Aims to analyze how the audience

receives a particular message (the intent
of the program may be different from how the
viewers receive the message)

Combination of content analysis and

survey
May be enriched by using intensive
interviews, either group or individual.
Sample questions that may be
answered by reception analysis:
How do women watch TV?
Who are the readers of romance
novels and how do they read
romance?
How do telenovelas influence the
behavior of women?
What is the impact of violence on
children’s aggressiveness?