Methodologies in Communication - Research Paper Example

Qualitative and Quantitative Research Methodologies in Communication al Affiliation Qualitative and Quantitative Research Methodologies in Communication Introduction In every field, there are research methods that are best suited for that field. In the field of communication, it is advantageous when one knows how to use both qualitative and quantitative research methods. The differences between these two methods are numerous, but they are both valuable methods of research. Each of these methods is necessary in improving the organizational communication effectiveness. Quantitative research method Quantitative research methods are used when the research aims at expressing an opinion. This research method deals with numbers and provable results. It uses surveys and experiments when one seeks to establish the recurrence of objects or events. In the field of communication, quantitative research seeks to establish communication as a behavioral science. The researchers using this method use the scientific models to show the effect of different aspects of communication. Some of the research areas include areas such as, the effect of medical marijuana advertisements on the American population, and the effect of violence games on children. The qualitative research methods produce reliable and quantifiable data that can be generalized to represent a greater population. The weakness that this method has is that it removes the research from the human behavior perspective (Weinreich1996). This makes the information to lose touch with reality by ignoring the factors that were not included in the research. Qualitative research methods Qualitative research methods are important in exploring a singular occurrence of importance. The methods used include interpretation of data and observation through personal interviews and ethnography. These research methods seek to explain a research question or problem from the perspective of the population that the research is conducted (Mack, Song et al. 2011). When it comes to matters dealing with opinions, behavior, values as well as social contexts of a community, qualitative research methods are effective to do the research. Using this method is advantageous in that it describes complex situations of how people deal with, or perceive a particular research issue. In examining the occurrence, they make reference to the full context of the phenomenon. Any other general information provided from the use of these methods is an assertion. This method does not provide precise measurements or simple truths, and it is often contradictory and ambiguous. However, it can be enlightening, useful and fascinating while tackling media related research questions. It seeks to establish the how and why a particular decision was reached at. One can use a single method, but the qualitative method may involve the use of triangulation that encompasses more than one method of research (Brennen 2012). Rather than focusing on the influence of media related issues, qualitative research focuses on the values and diverse meanings created in the media. It is about the relationship between the society and the media. For example, a qualitative researcher may focus on the way people understand the advertising messages on eradication of HIV/AIDS. It is about the public expressing itself on certain issues and the way the media aids this expression. The advantages of being an expert in both methods The mixed method involves the collection of information, doing its analysis and integrating the information gathered in one study. One collects both the qualitative and quantitative data, and then mixes the data to come up with a single project of both models. Most researchers while using the mixed methodology begin the research with the qualitative observation of a phenomenon. This gives the researcher the opportunity to get the details in a problem. They then go to the quantitative method to validate or invalidate the information acquired during the qualitative study. One can use both of these methods in the same research that is referred to as the use of mixed methods. Today, it is important for one to be an expert in using both qualitative ad quantitative research methods due to the diversity in information research systems. It is a strength for any person who can successfully use the mixed method because using both methods delivers findings that give a deeper meaning and understanding of any phenomenon. Using qualitative methods alongside quantitative methods give a better meaning to complex realities of a particular situation and the implication of data gathered using quantitative research methods. There are those who argue that it is not feasible to use both of these methods. The reason for this is that they represent different paradigms, and each has a distinct way of handling the research. This is not the case and it is in fact advantageous to use the both methods. Using the mixed methods, the researcher gets theoretically reasonable answers to his or her research questions. The researcher using then overcomes the practical and cognitive barriers to the research. When one focuses on the advantages of using the mixed methods, the different paradigms should not hinder him or her from using the methods. When one uses a single method, they use one approach like experiments to analyze the cause and effect of a problem. Alternatively, one could use observation to explain the reason a problem has risen. When one uses both, they can get a broader perspective of the phenomenon. A combination of these two methods points at anomalies that may not have been identified by the other model: One method can capture information that may not be captured using another method. Another advantage of using the mixed method is that it goes beyond the limitations of using either the qualitative or quantitative research methods. There are times the researcher feels that he cannot include certain information in his report because it is not in the realm of the research methodology that he uses. Key information that would otherwise have been overlooked when using either of the methods is captured. We can say that it is a comprehensive model even though it is not a research methodology on its own. Using the mixed method is also advantageous in that it widens the body of knowledge. By using this method, one can generate questions that can be used for future studies. When one is an expert in both methods they will not be challenged with the limitations of one research method. The qualitative research method has a flexible approach to questions whereas the quantitative method is static in the approach of its questions (Ball, Muller &Nelson 340). Using a mixture of both models ensure that one if flexible in their research. As discussed, the quantitative method focuses on one answer to a phenomenon while qualitative research methodology focuses on a range of possibilities. When both methods are integrated, it means that one can get multiple answers to a phenomenon that are different but point at the same thing. One is then able to offer an explanation for their inquiry and present comprehensive findings. As a researcher in the field of communications, the focus is on presenting a comprehensive research that aims at providing solutions for the society, and generating debate among the members of the society to seek their views on a particular issue. While using one research design, there are gaps that can only be filled using the other method. In this light, the research findings from one methodology inform the findings of the other research design. Using both models can address both the exploratory and confirmatory research questions at the same time. This way, one can come up with new theories to be used in the communication field while at the same time, give a deeper insight into a phenomenon. There are times when one gets to a point in the research and feels like they have exhausted all the material. The mixed method is important as it expands the research. The research is thus more comprehensive with a combination of observation and statistical analysis. These broaden the landscape for the research. The information on which to develop the material is more when using the mixed method rather than using a single approach. Consequently, those discussing the research will have more to ponder about which is a good premise to start future discussions and debates in the field of research that the researcher is handling. Conclusion It is important that one is an expert in using both research methods when dealing with inquiries in the communication field. It expands the degree of knowledge for the researcher as well as making them flexible when dealing with issues that require the knowledge for either of the methods, or a mixture of both methods. There are those people who even feel that the mixed method should be a research methodology on its own due to its contribution in aiding research. One can only know how to use the mixed method once they are versed with each of the methods independently. Reference Ball, M. (2014). Handbook of qualitative research in communication disorders. Psychology Press. Brennen, B. (2012). Qualitative Research Methods for Media Studies. London: Routledge. Mark, N., Song, W.C., MacQueen , K., Guest, G., & Namey E. (2012). Qualitative Research Methods: A collector’s Guide. Fhi360. 1-137. Venkatesh, V., Brown, S. A., & Bala, H. (2013). Bridging the Qualitative-Quantitative Divide: Guidelines for Conducting Mixed Methods Research in Information Systems. MIS Quarterly, 37(1), 21-54. Weinreich, N. (1996). Integrating Qualitative and Quantitative Strategies in Social Marketing Research. Social Marketing Quarterly. Read More