TAILIEUCHUNG - Lecture Communication research: Asking questions, finding answers: Chapter 4 - Joann Keyton

Chapter 4 - Introduction to quantitative research. After reading this chapter, you should be able to: Describe quantitative research and its assumptions, identify examples of quantitative research, explain analytic deduction, explain the five-component model for quantitative research, explain the role of hypotheses in quantitative research,. | Chapter 4 Introduction to Qualitative Research Effective in capturing complexity of communication phenomena Sensitive to social construction of meaning Emphasizes communication environment of interactants Copyright c 2001 The McGraw-Hill Companies, Inc. What is Qualitative Research? Preserves the form and content of interaction Contextually bound Discourse is the data Analyzed for its qualities – empirical, inductive, and interpretive Aims for subjectivity Allows interactants’ voices to be heard Copyright c 2001 The McGraw-Hill Companies, Inc. Mutual Simultaneous Shaping The here and now Everything influences everything else Emphasis on process and the holistic frame of interaction Plausible explanations built on what is observed Copyright c 2001 The McGraw-Hill Companies, Inc. Analytic Induction From the specific to the general Explanations and theories emerge from the data Propositions formulated continuously throughout the data collection and data analysis process .

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