Chp 1

Research Process Overview

Scientific Method: The scientific method requires a sequence of steps to ensure objective,
rigorous observation and analysis. Skipping steps increases the chance of error.

Steps for Research: The process involves identifying and developing a topic, conducting a
literature review, formulating hypotheses, collecting data, analyzing data, and interpreting
results.

2. Selecting a Research Topic

Flexibility in Topic Selection: In academia, researchers often choose a topic based on personal
interest or a niche within a broader field (e.g., children and media violence). However, in the
private sector, researchers often follow company-directed questions and conduct research based
on management's needs.

Private-Sector Research: In the private sector, researchers have control over methods (e.g.,
surveys or experiments) but aim for fast, inexpensive, reliable, and valid research methods.

Example: A researcher interested in mass media might choose to explore the impact of social
media on adolescent self-esteem, drawing from both academic journals and professional trade
publications.

3. Sources for Identifying Research Topics

Professional Journals: Key journals like Journal of Broadcasting & Electronic Media and
Journalism & Mass Communication Quarterly provide research ideas, typically summarizing
recent studies, unresolved issues, and suggesting further study.

Example: A study in a communication journal might suggest further investigation into how
digital advertising affects consumer behavior, which could lead to a new research study.

Magazines and Periodicals: While they often simplify complex topics, they are accessible
sources for generating research ideas.

Example: A magazine article in Time may discuss trends in media consumption, sparking a
research idea about the effectiveness of online news consumption versus traditional print.

Internet: A powerful tool to discover emerging trends and topics by using search engines and
exploring broader categories.

Example: Searching for “mobile 3DTV” may lead to research on consumer preferences for
mobile viewing of 3D content.

Everyday Situations: Observing everyday communication problems can spark research topics.

Example: A researcher notices that smartphone apps are changing how people interact with
news, prompting a study on the relationship between app usage and news consumption habits.
Research Summaries: Meta-research provides summaries of major research areas and is useful
for identifying gaps in the literature.

Example: A meta-analysis on media effects might suggest that more research is needed on social
media's influence on political opinions.

4. Literature Review

Purpose: Researchers must review existing literature to understand what has been studied, what
methods were used, and what gaps remain.

Importance: Helps save time, avoid redundancy, and refine research questions or hypotheses.

Example: If a researcher is interested in studying the effects of violent video games on behavior,
reviewing literature might reveal previous findings and suggest a more specific angle (e.g.,
aggression in teens versus children).

5. Stating a Hypothesis or Research Question

Hypothesis: A testable statement predicting a relationship between variables.

Example: "Children who watch violent television programs are more likely to exhibit aggressive
behavior in play."

Research Question: A question aimed at understanding a phenomenon without necessarily

Example: "How does television viewing influence a child’s play behavior?"

Difference: Hypotheses are direct, testable predictions, while research questions are broader and
exploratory.

6. Data Analysis and Interpretation

Process: Data analysis can range from simple summaries to complex statistical analysis,
depending on the research design.

Example: A researcher surveying radio listeners' opinions may simply summarize the answers to
a few questions to draw conclusions.

Valid Results: After analyzing data, researchers must ask:

Internal Validity: Does the study accurately measure what it intends to measure, without
interference from extraneous variables?

External Validity: Can the results be generalized to the broader population?

Example of Internal Validity Issue: A study shows that children who watch more TV have
lower grades, but the real cause might be that children who watch less TV receive more parental
help with schoolwork (the confounding variable).
7. Internal Validity

Control over Variables: Control over conditions is necessary to rule out confounding variables
(artifacts) that can skew results.

Example: If a study on TV watching and academic performance doesn’t control for parental
involvement, the results could be misleading.

Artifact: Any variable that creates a false relationship between the independent and dependent
variables.

Example: If researchers observe that children who watch more violent TV shows are more
aggressive, but they fail to account for other factors like socioeconomic background, this could
be an artifact affecting the results.

OVERALL,

Key Steps in Research: Selecting a topic, reviewing the literature, formulating hypotheses,
collecting and analyzing data, and ensuring validity.

Sources for Research Topics: Professional journals, magazines, the internet, everyday
situations, and research summaries.

Hypothesis vs. Research Question: Hypotheses predict relationships, while research questions
explore phenomena.

Data Analysis: Ensures results are valid and reliable, accounting for internal and external
validity. Artifacts and confounding variables must be controlled to ensure accurate findings.

Selection of Problem

Purpose: Identify a specific, clear, and researchable problem or question.

Example: A researcher may decide to study the effects of social media use on adolescent mental
health.

Review of Existing Research and Theory

Purpose: Examine previous studies to understand what has been done, what methods were used,
and where gaps exist in the literature.

Example: Before starting a new study on social media’s impact on mental health, the researcher
reviews prior research on social media addiction, depression, and adolescent behavior.

Statement of Hypothesis or Research Question

Hypothesis: A formal statement predicting the relationship between variables (e.g., "Increased
social media use leads to higher levels of anxiety in adolescents").
Research Question: A question aimed at exploring a phenomenon without necessarily
predicting outcomes (e.g., "How does social media use affect adolescent mental health?").

Determination of Appropriate Methodology and Research Design

Purpose: Choose the research method (e.g., survey, experiment, case study) and design (e.g.,
qualitative, quantitative) best suited for answering the research question.

Example: A researcher studying social media’s effects might choose a longitudinal survey
design to track social media use and anxiety levels over time in a cohort of adolescents.

Data Collection

Purpose: Gather the data required to test the hypothesis or explore the research question.

Example: The researcher might collect survey data from a group of adolescents about their
social media habits and self-reported anxiety levels.

Analysis and Interpretation of Data

Purpose: Analyze the collected data using statistical methods (e.g., regression analysis) or
qualitative techniques (e.g., coding interviews) to draw meaningful conclusions.

Example: The researcher analyzes survey data to determine if there is a significant relationship
between time spent on social media and reported anxiety levels.

Presentation of Results

Purpose: Present the findings clearly and accurately, often through tables, graphs, or narratives.

Example: The researcher writes a research paper presenting the findings of the study, discussing
statistical significance and implications of the results.

Replication

Purpose: Replicate the study or conduct further research to confirm the findings and ensure their
validity.

Example: Other researchers might replicate the study in different regions or with different age
groups to verify if the relationship between social media use and anxiety holds across
populations.