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INTRODUCTION TO

COMMUNICATION RESEARCH
Rudolf Anthony A. Lacerna

React on the following:


Radio

Companies want to know the


listenership of their Radio Drama.
PUP as an activist State University.
Publishing firms want to know the needs
in launching new magazine.
Television stations would like to know
the effective strategies in promoting
government programs.
Kabit-kabit as a trend of Filipino Soap
Opera

Ways of Knowing
(Fraenkel and Wallen, 2010)
Sensory

Experience
Agreement with Others
Experts Opinion
Logic
Scientific Method
Identifying a problem or question
Clarifying the problem
Determining the information needed and how to

obtain it
Organizing the information
Interpreting the result

Nature of Research
(Henson and Soriano, 1999)

Systematic
Controlled
Empirical
Inquiry
Subject/Topic
Problem

Solving
Method

Research is defined as
systematic,
controlled and
empirical inquiry
about a subject/topic
through as problemsolving process using
a method.

Classifications of
Research
Proprietary

Research this is
conducted for a specific audience
and is not shared beyond that
audience.

Scholarly

Research which is
conducted to promote public access
to knowledge.

Characteristics of Scholarly Research


(Henson and Soriano, 1999)

It
It
It
It
It
It
It
It
It

is
is
is
is
is
is
is
is
is

question-oriented
methodological
creative
replicable
replicable
self-critical
public
cumulative and self-correcting
cyclical

Types of Research
Basic

Research concerned with


clarifying underlying process, with
the hypothesis usually expressed as
a theory.

Applied

Research is interested in
examining the effectiveness of
particular practices

Aspects in Studying
Communication
Understanding

the mechanical
means and the underlying theories.

Understanding

of how people use


these means to inform, influence,
inspire, convince, motivate, actuate,
entertain and other effects created
by communication to people and
society.

Communication
Research
A systematic inquiry into the
communication process and its major
elements
by
posing
some
questions/problems that will have to
find the answers/solutions through a
given method (Henson and Soriano, 1999).

Areas of Communication Study


(Pernia, 2004)
Violence

and peace
Children and the
Media rights and
family
responsibilities
Migration
Human rights
Technology and its
Gender issues
effects and impacts
Economics of media Popular culture
Health
Politics and political
Public advocacy
communication
Civil-military
education
relations

Conflict

Areas of Communication Study


according to elements
(Henson and Soriano, 1999)
Control

Analysis (credibility, capability or


expertise, functions or structure,
needs/problems)
Content Analysis (scope and theme, slant and
treatment, text or visuals, message appeal)
Media Analysis (medias comparative
advantage, media features, media costs)
Audience Analysis (feedback level, audience
profile, audits/ratings, expectation,
viewership/listenership/readership)
Impact Analysis (awareness, attitude change,
behavior change, practice level)

Communication Research
Model
Phase 1
CONCEPTUALIZATION
Phase 2
PLANNING AND DESIGNING
Phase 3
METHODOLOGY
Phase 4
ANALYZING AND INTERPRETING
Phase 5
RE-CONCEPTUALIZATION

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