THE MEANING OF

RESEARCH AND
THE SCIENTIFIC
METHOD
Prepared by:
Ms. Gracey
Communication Research 1

COVERAGE
The Meaning of Research
Nature and Scope of Media Research
Concerns of Media Research
Methods of Acquiring Knowledge
The Meaning of Science
The Scientific Method
Steps of the Scientific Method/Research Process

GROUP ACTIVITY
Group yourselves into 5.
Answer this question: What comes into your mind when you
hear the word research? Write only one idea on a 1/8 sheet of
paper.
Lets play CHARADES.
This will be recorded as your Seat Work #1. The winning
group will get a perfect score of 20 points.

THE MEANING OF RESEARCH

THE MEANING OF RESEARCH

(Fr.) recherch
(Old Fr.) recerhier
to investigate thoroughly
search for knowledge again and again

THE MEANING OF RESEARCH

All research activities start from problems that require
solutions
Idea, a puzzle or simply the wish to explore our knowledge
about simple issues, phenomena, situations or societies

THE MEANING OF RESEARCH

Research is a step-by-step process that involves collecting and
examining information.
Research is the systematic process of collecting and analyzing
information to increase our understanding of the phenomenon
under study.
Investigation or experimentation aimed to the discovery of
facts, revision of accepted theories or laws in the light of new
facts or practical application of such new or revised theories
or laws (Babbie, 1998).

THE MEANING OF RESEARCH

A careful, systematic, patient study and investigation in some
field of knowledge, undertaken to establish facts or principles
(Grinnel, 1993)
Structured inquiry that utilizes acceptable scientific
methodology to solve problem and create new knowledge that
is generally applicable (Grinnel, 1993)
A systematic investigation to find answer to a problem (Burns,
1994)

THE MEANING OF RESEARCH

A systematic, controlled, empirical and critical
investigation of propositions about the presumed relationships
about various phenomena (Kerlinger, 1986).
Research is a careful, diligent and exhaustive investigation of
a specific matter, having as its aim the advancement of
mankinds knowledge. (Manhein, 1977)

THE MEANING OF RESEARCH

The research attitude presumes that first look and every later
look may be prone to error so we must look again and again
differently and thoroughly each time. Research allows us to
accumulate knowledge and make improvements without
discarding old wisdom in favour of new facts. (Ajala,1996)

RESEARCH IN A NUTSHELL
Application of scientific method to study a problem.
A way to acquire dependable and useful information.
To discover answer to meaningful questions through the
application of scientific procedures.

SCHOLARLY RESEARCH VS.

EVERYDAY RESEARCH

NATURE AND SCOPE OF MEDIA

RESEARCH
Media research is the application of scientific method to the
study of the functioning of the mass media i.e. radio, TV,
newspapers, magazine, etc.).

RESEARCH
(Barzum & Graff, 1970)
Media messages and their origins.
Functions and purposes of media message.
Media channels, languages and codes.
Media content, references and information types.
Media audiences.
Effects of media messages, intended and unintended.

RESEARCH
(Barzum & Graff, 1970)
Media noise and feedback
Media technologies
Media regulation
Media ownership and control
Media management
Perceptions of the media as instruments of power etc.

METHODS OF ACQUIRING
KNOWLEDGE
Tenacity
Intuition
Authority
Experience
Rationalism
Science

METHODS OF ACQUIRING
KNOWLEDGE
Tenacity: These are all superstitious beliefs people hold on to
as though they are fact. For example, wear your a lucky shirt
when making deals which you strongly believe will bring you
good fortune.
Intuition: An approach in acquiring knowledge that is not
based on reasoning or inferring. Intuitive knowledge is not
scientific but is knowledge that originates from gut feeling or
predictions by soothsayers, astrologers and fortune-tellers.

METHODS OF ACQUIRING
KNOWLEDGE
Authority: Knowledge that originates from persons or sources
that are highly respected. For example, various religions have a
sacred text that represents the facts, which are considered
indisputable, final and cannot be challenged.
Experience: This approach of acquiring knowledge is based on
the statement which says, If I have experienced it, then it is
valid and true. In other words, only facts that are in agreement
with experience are accepted, and those that do not are
rejected. However, reliance on experience has its shortcomings
because our perceptions of people, events and objects are
affected by many factors. For example, we constantly add,
delete and reconstruct our experiences.

METHODS OF ACQUIRING
KNOWLEDGE
Rationalism: This approach uses reasoning to arrive at
knowledge and assumes that valid knowledge is acquired
through correct reasoning.
Science: It is a process that is followed in generating
knowledge and has been accepted as the best method of
acquiring knowledge. It lists a series of steps to be followed
when acquiring knowledge using the scientific method.

METHODS OF ACQUIRING
KNOWLEDGE
The Iraqis believe that the U.S. is an agent of Satan
Go forth and increase and multiply.
The Philippines has a young population according to the
census of 1998.
In the Philippines, professionals are likely to have smaller
family sizes that non-professionals.

THE MEANING OF SCIENCE

The observation, identification, description, experimental
investigation and theoretical explanation of national
phenomena. (American Heritage Dictionary)
The whole of science is nothing more than a requirement of
everyday thinking. (Albert Einstein)
Trained and organise common sense. (Thomas Huxley)
Science is an attempt to make the chaotic diversity of our
sense-experience correspond to a logically uniform system of
thought by correlating single experiences with the theoretical
structure. (Albert Einstein)

THE MEANING OF SCIENCE

CHARACTERISTICS OF SCIENCE (Cohen & Nigel, 1934)
1. Cumulative
2. Empirical
3. Non-ethical
4. Theoretical

THE MEANING OF SCIENCE

An objective, accurate, systematic analysis of a
determinate body of empirical data, in order to discover
recurring relationships among phenomena. (Manheim, 1977)

THE AIMS OF SCIENCE

According to Manheim (1977)
Description
Explanation
Prediction

THE AIMS OF SCIENCE

According to Kerlinger (1973) the main goal is to formulate a
theory. Sub-aims are:
Explanation
Understanding
Prediction
Control

THE SCIENTIFIC METHOD

a process of deliberate and controlled observation with the
distinctive criterion of objectivity
the most assured technique man has devised for controlling
the flux of things and establishing stable beliefs

STEPS OF THE SCIENTIFIC

METHOD
Define the question
Gather information and resources (observe)
Formulating the hypothesis
Perform experiment and collect data
Analyze data
Interpret data and draw conclusions that serve as a starting point for
new hypothesis
Publish results
Retest (frequently done by other scientists)

STEPS OF THE RESEARCH

PROCESS
Selection of the problem
Formulation of the problem
Review of the literature.
Design of the study
Collection of the data
Analysis of the data
Interpretation and qualification
Writing and publication of the research report

INQUIRY
the core of the scientific method
the systematic study of experience that leads to
understanding and knowledge
Three stages
Asking questions
Observation
Constructing answers or explanations

INQUIRY
an interactive process focused on questioning, exploring, and
posing explanations, to gain a better understanding of the
world through active engagement in real-life experiences

INQUIRY AND SCIENTIFIC

METHOD
Scientific Method

Inquiry Process

Question/Problem
Hypothesis
Experiment/Survey
Record
Data Analysis
Conclusion

Inquiry Phase
Data Gathering (Hypothesis)
Data Gathering (Data Collection)
Implementation

PHASES OF INQUIRY
MODEL

INQUIRY PROCESS
SKILLS
Observe
Experiment
Collaborate
Measure
Sort/Classify
Compare
Record
Analyze & Share

DIFFERENT TYPES OF INQUIRY

Type of Inquiry

Description

Example

Structured

Know problem to
investigate as well as
procedures and
materials, in
determining the
outcome.

Research on media
literacy with
samples/survey tools
provided to determine
outcome

Guided

Problem or question
and materials are
given and you have to
determine the process
and outcome.

Research agenda to
guide research
problem; directions
and thrusts given

Open

Determine the
problem,
investigation,
procedure, and
outcome

Thesis writing with

full expression of
what problem to work
on, e.g. academic
research

INQUIRY AS A HUMAN SYSTEM

Brain the seat of thinking/problem formulation and
reasoning
Body the substance of search for material evidence
Hands the working hands that implement and deploy
Heart integrity and sincerity of human inquiry
including ethics

PATH OF RESEARCH

RESEARCH LIKE AN
HOURGLASS

RESEARCH LIKE AN
HOURGLASS

THANK YOU!