Prepared by:Ms. GraceyCommunication Research 1

THE MEANING OF RESEARCH AND THE SCIENTIFIC METHOD

The Meaning of Research

Nature and Scope of Media Research

Concerns of Media Research

Methods of Acquiring Knowledge

The Meaning of Science

The Scientific Method

Steps of the Scientific Method/Research Process

COVERAGE

(Fr.) recherch

(Old Fr.) recerhier

to investigate thoroughly

search for knowledge again and again

THE MEANING OF RESEARCH

All research activities start from problems that require solutions

Idea, a puzzle or simply the wish to explore our knowledge about simple issues, phenomena, situations or societies

THE MEANING OF RESEARCH

Research is a step-by-step process that involves collecting and examining information.

Research is the systematic process of collecting and analyzinginformation to increase our understanding of the phenomenon under study.

Investigation or experimentation aimed to the discovery of facts, revision of accepted theories or laws in the light of new facts or practical application of such new or revised theories or laws (Babbie, 1998).

THE MEANING OF RESEARCH

A careful, systematic, patient study and investigation in some field of knowledge, undertaken to establish facts or principles (Grinnel, 1993)

Structured inquiry that utilizes acceptable scientific methodology to solve problem and create new knowledge that is generally applicable (Grinnel, 1993)

A systematic investigation to find answer to a problem (Burns, 1994)

THE MEANING OF RESEARCH

A systematic, controlled, empirical and critical investigation of propositions about the presumed relationships about various phenomena (Kerlinger, 1986).

Research is a careful, diligent and exhaustive investigation of a specific matter, having as its aim the advancement of mankinds knowledge. (Manhein, 1977)

THE MEANING OF RESEARCH

The research attitude presumes that first look and every later look may be prone to error so we must look again and again differently and thoroughly each time. Research allows us to accumulate knowledge and make improvements without discarding old wisdom in favour of new facts. (Ajala,1996)

THE MEANING OF RESEARCH

Application of scientific method to study a problem.

A way to acquire dependable and useful information.

To discover answer to meaningful questions through the application of scientific procedures.

RESEARCH IN A NUTSHELL

SCHOLARLY RESEARCH VS. EVERYDAY RESEARCH

Media research is the application of scientific method to the study of the functioning of the mass media i.e. radio, TV, newspapers, magazine, etc.).

NATURE AND SCOPE OF MEDIA RESEARCH

Media messages and their origins.

Functions and purposes of media message.

Media channels, languages and codes.

Media content, references and information types.

Media audiences.

Effects of media messages, intended and unintended.

CONCERNS OF MEDIA RESEARCH(Barzum & Graff, 1970)

Media noise and feedback

Media technologies

Media regulation

Media ownership and control

Media management

Perceptions of the media as instruments of power etc.

CONCERNS OF MEDIA RESEARCH(Barzum & Graff, 1970)

Tenacity

Intuition

Authority

Experience

Rationalism

Science

METHODS OF ACQUIRING KNOWLEDGE

Tenacity: These are all superstitious beliefs people hold on to as though they are fact. For example, wear your a lucky shirt when making deals which you strongly believe will bring you good fortune.

Intuition: An approach in acquiring knowledge that is not based on reasoning or inferring. Intuitive knowledge is not scientific but is knowledge that originates from gut feeling or predictions by soothsayers, astrologers and fortune-tellers.

METHODS OF ACQUIRING KNOWLEDGE

Authority: Knowledge that originates from persons or sources that are highly respected. For example, various religions have a sacred text that represents the facts, which are considered indisputable, final and cannot be challenged.

Experience: This approach of acquiring knowledge is based on the statement which says, If I have experienced it, then it is valid and true. In other words, only facts that are in agreement with experience are accepted, and those that do not are rejected. However, reliance on experience has its shortcomings because our perceptions of people, events and objects are affected by many factors. For example, we constantly add, delete and reconstruct our experiences.

METHODS OF ACQUIRING KNOWLEDGE

Rationalism: This approach uses reasoning to arrive at knowledge and assumes that valid knowledge is acquired through correct reasoning.

Science: It is a process that is followed in generating knowledge and has been accepted as the best method of acquiring knowledge. It lists a series of steps to be followed when acquiring knowledge using the scientific method.

METHODS OF ACQUIRING KNOWLEDGE

The Iraqis believe that the U.S. is an agent of Satan

Go forth and increase and multiply.

The Philippines has a young population according to the census of 1998.

In the Philippines, professionals are likely to have smaller family sizes that non-professionals.

METHODS OF ACQUIRING KNOWLEDGE

The observation, identification, description, experimental investigation and theoretical explanation of national phenomena. (American Heritage Dictionary)

The whole of science is nothing more than a requirement of everyday thinking. (Albert Einstein)

Trained and organise common sense. (Thomas Huxley)

Science is an attempt to make the chaotic diversity of our sense-experience correspond to a logically uniform system of thought by correlating single experiences with the theoretical structure.(Albert Einstein)

THE MEANING OF SCIENCE

CHARACTERISTICS OF SCIENCE (Cohen & Nigel, 1934)

1. Cumulative

2. Empirical

3. Non-ethical

4. Theoretical

THE MEANING OF SCIENCE

An objective, accurate, systematic analysis of a determinatebody of empirical data, in order to discover recurring relationships among phenomena. (Manheim, 1977)

THE MEANING OF SCIENCE

According to Manheim (1977)

Description

Explanation

Prediction

THE AIMS OF SCIENCE

According to Kerlinger (1973) the main goal is to formulate a theory. Sub-aims are:

Explanation

Understanding

Prediction

Control

THE AIMS OF SCIENCE

a process of deliberate and controlled observation with the distinctive criterion of objectivity

the most assured technique man has devised for controlling the flux of things and establishing stable beliefs

THE SCIENTIFIC METHOD

Define the question

Gather information and resources (observe)

Formulating the hypothesis

Perform experiment and collect data

Analyze data

Interpret data and draw conclusions that serve as a starting point for new hypothesis

Publish results

Retest (frequently done by other scientists)

STEPS OF THE SCIENTIFIC METHOD/RESEARCH PROCESS

Selection of the problem

Formulation of the problem

Review of the literature.

Design of the study

Collection of the data

Analysis of the data

Interpretation and qualification

Writing and publication of the research report

STEPS OF THE SCIENTIFIC METHOD/RESEARCH PROCESS

the core of the scientific method

the systematic study of experience that leads to understanding and knowledge

Three stages

Asking questions

Observation

Constructing answers or explanations

INQUIRY

an interactive process focused on questioning, exploring, and posing explanations, to gain a better understanding of the world through active engagement in real-life experiences

INQUIRY

INQUIRY AND SCIENTIFIC METHOD

Scientific Method Inquiry Process

Question/Problem

Hypothesis

Experiment/Survey

Record

Data Analysis

Conclusion

Inquiry Phase

Data Gathering

(Hypothesis)

Data Gathering

(Data Collection)

Implementation

PHASES OF INQUIRY MODEL

INQUIRY PROCESS SKILLS Observe

Experiment

Collaborate

Measure

Sort/Classify

Compare

Record

Analyze & Share

DIFFERENT TYPES OF INQUIRYType of Inquiry Description Example

Structured Know problem to investigate as well as procedures and materials, in determining the outcome.

Research on media literacy with samples/survey tools provided to determine outcome

Guided Problem or question and materials are given and you have to determine the process and outcome.

Research agenda to guide research problem; directions and thrusts given

Open Determine the problem, investigation, procedure, and outcome

Thesis writing with full expression of what problem to work on, e.g. academic research

INQUIRY AS A HUMAN SYSTEM

Brain the seat of thinking/problem formulation and reasoning

Body the substance of search for material evidence

Hands the working hands that implement and deploy

Heart integrity and sincerity of human inquiry including ethics

PATH OF RESEARCH

RESEARCH LIKE AN HOURGLASS

RESEARCH LIKE AN HOURGLASS

THANK YOU!