Communication Studies Notes

Communication studies
Nov. 13. 2019
Module 1
Terms relating to Research
Reliability
o To be reliable means that information can be held accountable and accurate.
o Backed by evidence eg. Statistics, specialist reports, observation
o Accurate and up to date/current. If researching a modern-day issue, don’t use old
information.
o Person should be able to replicate the results if you used the correct instrument, and
structure of questions.
Data and Information

 Data is inferences or conclusion made through research.
 Information this is processed data that is organized in a meaningful way
 Two types of data:
Quantitative – numerical, statistical
Qualitative – subjective, not numerical, biased
Communication Studies
Nov. 18. 2019
Terms related to research cont.

- Instruments: tools used to collect data
- Validity: when an argument is free from logical flaws or is based on valid, objective
reasoning.
- The extent to which a researcher’s sources and instruments measure accurately
what they claim to measure.
- Population sampling frame samplesampling unit
Probability
Subjects are chosen using random sampling procedures
Non-probability
Uses subjects that are available rather than using a specific selection process.
probability Non-probability
Simple random Opportunity sampling
Stratified random sampling Quota sampling
Systematic sampling Purpose sampling/criterion/theoretical
Multistage/cluster sampling Snowball sampling
Communication studies
Nov.22.2019
Focus Group
 Combination of interviews and participation observation
 8-12 persons discuss topic of research
 Useful for first stage of data collection
Advantages
o Depth of info collected
o Flexibility of use
o Low cost
o Data collected quickly
Disadvantages
o Requires an expert moderator
o Small sample size
o Potential bias from moderator
Types of focus groups
1. Two way
2. Dual moderator
3. Dueling moderator
4. Client-participant
5. Respondent moderator
6. Mini focus group
7. Teleconference
8. Online
-Questionnaire/Survey
 Popular data collection tool that comprises a list of questions pertinent to the
study
 Questions can be open ended (where respondents are required to write
additional info)
 Questions can be closed where there are preset answers that require a simple
tick
 Questions could also be in the form of rating scales (1,2,3,4,5)
 Likert scales (agree, strongly agree, neutral, disagree, strongly disagree)
Advantages
 Less time consuming for the researcher
 Data can be analyzed so that new theories can be produced and/or hypothesis.
 Closed questions are easy to analyze and tabulate.
Disadvantages
 There is a lack of contact between researcher and respondent. One cannot gauge
people’s reaction
 There can be different interpretations based on how the question was phrased.
 Validity is reduced since respondents may lie, forget things or be unsure of how to
answer a question.
Survey
 Are done when there is a need to collect information that is not available from other
sources
 Allow the person conducting them to obtain the attitudes, opinions and behaviours
of the sampling.
 Allow one to compare information and then make meaningful analysis.
Interview
o A data collection instrument designed to collect a richer source of information from
a research subject.
Types
1. Structured interview – consisting of a set of questions
2. In depth interview – open ended questioning that allows flexibility + leaves room for
discussion
3. Focus group interview – questioning carried out in a small group in an informal
setting.
Advantages
1. Interviewer is able to capture both verbal and non verbal cues
Eg. Body language which can indicate a level of comfort/discomfort with questions. The
level of enthusiasm for the topics being discussed can also be indicated.
2. Facilitates direct feedback for the interviewer as it enables them to evaluate their
respondent more easily
3. Can obtain new information about the respondent.
Disadvantage
1. Can be very time consuming to set up and organize between the interviewer and
respondent (tight schedules).
2. Respondent may give inaccurate information (they may not remember the specific
details about what is being asked or they make up things that are untrue)
3. Different interviewers may understand and transcribe interviews in different ways.
The interviewer’s ability to gather data and conduct an interview will determine the
interview’s outcome (interview bias).
Observation
Direct/Participant Observation are methods by which a person or persons are able to gather
first hand data on the subject being studied.
Strengths of Observations
 Able to gather objective data
 Addition of observer’s insight
 Provide direct information about behavior of individuals and groups
 Exist mostly in natural, unstructured and flexible environment.
 Can develop a holistic perspective.
Weaknesses of Observation
 Potential to misinterpret observation
 Time consuming
 Difficult to carry out because persons may become suspicious of an observer.
 The observer’s presence may cause bias.
 Expensive
 Display to atypical behavior from subjects being studied.
Format/ How-to
1. Make an observation checklist; list of your aims and what you hope to see.
2. Make notes based off each item on the list; some observations can be displayed in
graphs or tables.
3. Make an observation report; summarize your findings.
Nov. 26. 2019
Mrs. Lawrence Kelsey Gilfillian
Evaluation of Sources
What does it mean to evaluate?
 When we conduct an evaluation, we make a judgement about the appropriateness
or effectiveness of an individual, event, program etc. and so within a specified
context or in fulfilling a particular purpose.
 During the process of evaluation, the following must be considered:
1. Establishing the credentials and purposes of those presenting.
2. Differentiating between facts and opinions being conveyed.
3. Determining bias.
4. Detecting psychological persuasions.
Identifying sources of information

 One primary and two secondary
 Primary source is firsthand information and you are usually involved.
 Secondary source is secondhand information involving other people.
 Tertiary is a tool to locate both secondary and primary information, like the internet.
Evaluating sources – the how
Some important considerations to guide your conclusions as to whether each source

is valid and reliable.
1. Are your sources reliable?

-Be sure your sources are dependable and well respected in the particular area
under discussion.
2. Are your sources unreasonably biased or without bias?

-When we express a p.o.v we may not have done an objective analysis. We may
be representing or influenced by special interest. This should not be in your
research. As far as possible eliminate the possibility of bias.
3. Are your sources reporting valid information?

-If the source is secondary, has it reported the original source correctly and
clearly. Is there any way to verify the accuracy of the original? Always check the
quality of your sources research and the validity of their conclusions based on
the facts that have been presented.
4. Are your sources current? (look for sources 5 years and under)
-Be sure to use the most up to date data that you can find.
5. Are you using your sources in a fair and logical way?

-Make sure that you understand the source material well and in presenting it you
don’t ignore the main ideas or facts.
6. Is your research sensibly biased?

-The strength of the evaluation of sources section of your research depends on
your inclusion of a variety of sources. You cannot use sources that hold the same
views or have the same bias. Vary the type of sources used.
ASSIGNMENT
Read up on these reading techniques.
-Skimming
-Surveying
-Scanning
-Critical Reading
November 27, 2019

Test is on Module 1 and 2
Communication
-elements
-characteristics
-models
-aspects
-forms
-context
Research
-process
-data collection instruments
-validity & liability
-data collection methods (advantages & disadvantages)
-listening
Evaluating sources
1. Does the author have a bibliography at the end of the book/chapter/article? This
indicates the writer’s awareness of other research in the field.
2. Does the date of the article suggest that it is current or is the research dated? A
maximum of 7 years should indicate some level of currency.
3. Are the writer’s credentials cited? You would

Communication Studies Notes

Uploaded by

Copyright:

Available Formats

Communication Studies Notes

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

Communication Studies Notes

Uploaded by

Copyright:

Available Formats

Communication studies

Nov. 13. 2019

Data and Information

Terms related to research cont.

Identifying sources of information

Evaluating sources – the how

Some important considerations to guide your conclusions as to whether each source

1. Are your sources reliable?

2. Are your sources unreasonably biased or without bias?

3. Are your sources reporting valid information?

5. Are you using your sources in a fair and logical way?

6. Is your research sensibly biased?

Read up on these reading techniques.

November 27, 2019

Test is on Module 1 and 2

3. Are the writer’s credentials cited? You would

You might also like

Pfad - The Proxy pFad of © 2024 Garber Painting. All rights reserved.