Research Paradigms in Communication

Paradigms of Knowing

• Paradigms are frameworks that guide how researchers understand and investigate communication.
• Qualitative research focuses on understanding meaning, motivations, and in-depth exploration.
• Data in qualitative research is non-numerical, such as interviews, observations, or case studies.
• Qualitative research uses inductive reasoning, where data leads to theory.
• Qualitative research aims to explore and interpret, not generalize.
• Quantitative research focuses on measuring, predicting, and generalizing.
• Data in quantitative research is numerical, such as surveys or experiments.
• Quantitative research uses deductive reasoning, where theories are tested.
• Quantitative research aims to find patterns and relationships.
• Epistemologies are ways of knowing.
• Quantitative paradigm emphasizes objective measurement and statistical analysis.
• Interpretive paradigm emphasizes understanding individual and social interpretations of meaning.
• Critical paradigm examines power dynamics, social inequalities, and the role of communication in shaping reality.
• Quantitative research involves generalizing findings, discriminating within groups, and emphasizing objective measurement, logical reasoning, and minimizing researcher bias.
• Interpretive research focuses on understanding how individuals construct meaning from their experiences and social contexts.
• Critical research examines power dynamics, social inequalities, and how communication reinforces dominant ideologies.
• Paradigms are useful, but not rigid boundaries.
• Remember key characteristics of each paradigm.
• Identify research methods associated with each paradigm.
• Understand how different paradigms approach communication phenomena.
• In-class activity examples, like analyzing conversations, help illustrate different paradigm approaches.

Values of Quantitative Social Science Research

• Primary goals are prediction and control.
• Prediction is accurately forecasting effects of a cause.
• Control is isolating the true cause of change.
• Objectivity is a value in QSS research, aiming for unbiased and impartial observation.
• Inductive reasoning moves from specific observations to general claims.
• Deductive reasoning moves from general theories to specific predictions.
• Variables are measurable characteristics, varying within samples (categorical - distinct categories; continuous - range of values).
• Independent variables are presumed causes, dependent variables are effects/outcomes.
• Claims in QSS research can be explanatory (exploring concepts/relationships) or predictive (specifying relationships/making predictions).
• Developing research questions and hypotheses involves identifying independent and dependent variables, formulating research questions about the relationship, and developing hypotheses which state the relationship and specify the direction of change.

Secondary vs. Primary Research

• Secondary research analyzes existing data collected by others.
• Benefits include time and cost savings and gaining a broader knowledge shortcut.
• Limitations include lack of specificity, potential for outdated information, and limited control over data quality.
• Credibility assessment involves evaluating author expertise, peer review, and bias.
• Primary research involves original data collection, analysis, and summarization.
• Secondary sources include census data, academic journals, newspapers, nonpartisan fact tanks, and syndicated research providers.
• Examples of secondary sources include IBISWorld, Statista, and Burrelle's Media Directory.
• Evaluate credibility of sources to align with research topic and objectives, potentially using it as a starting point for further investigation.

Explore the different paradigms of knowing in communication research, including qualitative and quantitative methodologies. This quiz delves into the characteristics, data types, and reasoning processes associated with each research approach. Test your understanding of how these paradigms shape research practices and interpretations.