Research Design

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?