METHODS OF RESEARCH

(i)             Case Study

It is an intensive study of a single individual, group, or incident.

A case study involves an in-depth, longitudinal (long-term) examination of a single instance or event: a case. As a result the researcher may get a more detailed  understanding of why the incident happened as it did.

Advantages :

•     Because the study involves just one case, it is not very tedious            
•     Gives scope for a detailed in-depth study
•     Cost involved is less

Disadvantages

It is difficult to generalize the findings to the entire population, as only one person, or a group is / are studied.

(ii) Survey

A survey is a kind of research where people answer questions posed by the researcher. It can be conducted through face-to-face interviews, questionnaires, mailed questionnaires, SMS, telephone interviews etc.

Advantages

•   It can be conducted on a large number of people, and hence is easier to generalize
•  The research procedure is relatively simple, as it only involves asking questions
•  The subject himself/herself can give his/her answers pertaining to his/her own opinions, emotions etc.

Disadvantages

• The answers given by the subjects may not always be accurate, because he or she may not have good memory of the topic being discussed.
• Directly asking questions to subjects can make them self-conscious/uncomfortable, and can even cause them to lie.
• The amount of time, money and effort involved can be relatively high

(iii) Experiment

In an experiment, the subject is put through a test, or some kind of procedure. It might involve making the subject watch a movie, watch an ad, or read a newspaper article, and adjudge his or her reactions to it.

  

An experiment is different from a survey in that a survey only involves asking questions. In an experiment, some kind of procedure such as showing a movie is carried out before interacting with the subject.

Advantages

Unlike in a survey, where the subject has to rely on (possibly inaccurate) memories of events which have occurred in the past, in an Experiment, the subject has to only respond to the test immediately performed.

Disadvantages

• Costs are greater as compared to survey
• Because a test/procedure has to be performed, it is more time consuming, and can only be carried out on a limited number of people.
• This is performed in the laboratory, and people may behave differently in the laboratory than in their homes or other natural setting. 

(iv) Observation

Observation refers to the data collected by direct visual experience of the subject by the researcher. i.e. the data collected by directly seeing the subject in action.  This kind of research only involves only watching the participant, and not talking to them/interfering with their actions.

Observations however need not always be done by humans. It can also be recorded by video cameras or audio recorders, and studied by humans later.

Observations carried on the same subjects, and settings, over long periods of time are known as longitudinal observations.

There are two methods of observation :

a)    Fixed method of observation

In the fixed method, the researcher must plan the following things in advance :

Ø  The circumstances of observation, when and where observations will take place, and how much control will be exercised over the circumstances;

Ø  The period of time over which observations will be made and with what frequency

Ø  Precisely who will be observed and what will be observed about each person

Ø  How the observations will be recorded.

b)    Flexible method of Observation :

In flexible method research, it is not possible to specify (with certainty) how much observation will be enough, and how long it needs to be carried out for. Such matters are left  open since the method must remain flexible enough to respond to the data as they come in. With flexible method research, the answer to the question of how long to collect observations is simple : Until enough data have been gathered to answer the questions to be addressed.

Participant Observation

Participant observation is a flexible method of research widely used to examine social interactions, small groups, and organizational or community life. It involves the observer becoming a part of and a participant in the groups and communities being observed so that the role taken with those observed is less distant and more “inside.”

Participant observation as a method is defined by the fact that the researcher is both a participant and actor in the situation being studied and an observer of it.

Like other forms of observation, participant observation is an expensive data collection method. It requires long periods of contact with the groups being studied

Advantages of Observation as a method of research :

(i)             The researcher observes the subject, and his behaviour, so there is no need to rely on the subject’s memory, which may be inaccurate.

(ii)           Observation gives scope for the researcher to observe even the smallest of details about the subject’s behaviour.

(iii)         If the observation has been carried out by a mechanical device such as a video camera, or recorder, it gives the researcher the freedom to go over the tapes again and again and notice new details.

Disadvantages of Observation as a method of research :

(i)             In the method of observation, the researcher may wish to study only one detail or aspect of the subject’s behaviour and study it in detail. Eg. The subject’s expressions while talking to a colleague. But it is difficult to isolate that one aspect, as the researcher’s mind is always diverted towards the larger environment.

(ii)           The researcher has very little or no control over the subject, and cannot divert the subject’s interest towards activities of his choice.

(iii)         The subject may become self-conscious, if he knows that the researcher is observing him, and this may affect the subject’s actions and behaviour.

(iv)         In observations recorded by mechanical devices, one cannot make out what is happening outside the frame. Eg. In a video camera shot, if a man is looking outside the frame, one cannot what he is looking at.

(v) Content Analysis

Content Analysis can be defined as a research procedure, where one studies texts, to determine the presence of  certain words or concepts.

  

Texts which could be studied in Content Analysis include :      

Ø Books

Ø Book chapters

Ø Essays

Ø Interviews

Ø Discussions

Ø Newspaper headlines and articles

Ø Historical documents

Ø Speeches

Ø Conversations

Ø Advertisements

Uses of content Analysis

Content Analysis can be used for the following purposes :

1.    To reveal how communication content differs from country to country. 

2.    To detect the existence of propaganda and bias.  

3.    To identify the intentions, focus, and communication trends of an individual, group or institution 

4.    To describe responses to communication and media content.

5.    To determine psychological or emotional state of people, group or communities 

Two types of Content Analysis

Conceptual Analysis tries to understand the occurrence of a particular word or concept, and its frequency. 

Relational Analysis tries to not only understand how frequently words or concepts occur, but tries to understand the relations between the two.

  

(vi) Ethnography

Ethnography is a kind of research, that uses fieldwork to provide a descriptive study of how human societies work. It involves the researcher becoming a part of a particular community, and using all methods of research, including observation, survey, content analysis, and other forms such as informal conversations and interactions, to understand the finer aspects of the community’s culture, values and ethos.

With respect to the media, it can be used to understand how the media influences, is influenced, and interacts with social institutions such as family, local community etc.