Transcript week1_research

Research Methods in AD/PR
COMM 420
Section 8
Tuesday / Thursday 3:35 pm – 5:30
143 Stuckeman
Changes in the syllabus
1. RATs  exams
2. Class Schedules
3. Please keep the new version of the syllabus.
Three research cultures
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Physical sciences: study of physical and
natural world (e.g. physics, chemistry,
and biology)
Humanities: creative work (e.g. music,
art and literature)
Social sciences: study of human
behavior (anthropology, psychology,
and sociology)
Communication
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Communication is a social science. But
it overlaps, in part, each of the three
research cultures. (p.22 Figure 1.3)
Communication research focuses on
studies of communication behavior.
2007 Fall_COMM 420_Week 1(1) @ NY
Definition
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“Communication research is a process
by which we answer questions and try
to draw conclusions from information
gathered about message-related
behavior.”
2007 Fall_COMM 420_Week 1(1) @ NY
Types of Research--1
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Basic Research
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Researchers hope to make useful contributions
though there is no immediate economic payoff.
Most things we call “pure” scientific research fall
into this categories.
The purpose of basic communication research is to
increase our knowledge about communication
phenomena by testing, refining and elaborating
theory.
2007 Fall_COMM 420_Week 1(1) @ NY
Types of Research--2
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Applied Research
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Providing answers to practical questions.
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Does the liking of the celebrity in a commercial
have any impacts on costumers’ liking of the
brand?
Examples of applied research (additional
readings)
Methods of two types of research are
identical.
2007 Fall_COMM 420_Week 1(1) @ NY
Research process
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(additional readings)
 Raise Question
 Do we already have answers to that
question?
 If not  collect evidence
 Analyze the evidence
 Draw conclusions based on the
evidence
2007 Fall_COMM 420_Week 1(1) @ NY
From scholars
“I find social science research
incredibly absorbing, exciting, and
rewarding. It's both analytic and
creative at the same time. It's the
chance to play detective; to explore all
of those ‘what if’ and ‘I wonder why’
questions. ”
-- Dr. Mary Beth Oliver
2007 Fall_COMM 420_Week 1(1) @ NY
Asking Questions in AD/PR
research
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Definition (What is it?)
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Value (Is it good or bad?)
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Is it ethical to broadcast commercials of candy on Saturday
morning when children under the age of 7 are predictably
watching TV at that time?
Policy
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What is the definition of TV commercials?
Should TV commercials of candy be regulated? How it can
be regulated?
Facts (What are the situations?)
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For children under the age of 7, what is the relationship
between watching candy commercials and their actual
consumption of candy?
2007 Fall_COMM 420_Week 1(1) @ NY
Examples of Research
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1: Branding
2: Race and Comedy
3: Facebook
2007 Fall_COMM 420_Week 1(1) @ NY
Thinking about your own
research question!
Assignment #1
Post a question on ANGEL discussion board in the format of
For__POPULATION__,
what is the relationship between __A__ and __B__?
e.g. For people under 25, what is the relationships between the types of
music they like and their level of attractiveness?
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Your Question needs to be related to AD/PR or at least associated to
communication.
The assignment is due before next Tuesday (9/4) noon. You are
welcome to review/comment on other’s questions.