302 / Research Methods

Syllabus

Paper 302: Communication Research (Core) 

Unit I 

Philosophical foundations of research- ontology, epistemology,- positivism, interpretivism. Research Onion , Research methods in social sciences. Development of mass media research; Media research, methods of knowing, scientic method. Overview of typology of research Basic, applied, formative, processual, evaluative, quantitative/ qualitative, action research, audience analysis, impact- effects and effectiveness studies. 

Unit II 

Research Process;selection of topic, problem formulation, review of literature -familiarisation with source materials like bibliographies, indexes, abstracts, monographs etc., rationale for the study. Use of Internet for review of literature research. Hypothesis- types. Hypothesis testing, Steps in hypothesis testing – Errors. 

Unit III 

Elements of Research: Concepts and constructs, types of variables, reliability and validity. Research Methods: Experiments, Survey, case studies, observations, content analysis, longitudinal studies, historical studies. Levels of measurement – nominal, ordinal, interval, ratio, scaling (Thurstone, Guttman, Likert, Semantic Differential), Ranking and Rating Scales. Research design 

Unit IV 

Sampling design & methods of data collection: Sampling Denition, characteristics of good sample, Advantages and Limitations, Sample size and its determination. Methods of sampling: A) Probability sampling – Simple random sampling, Stratied random sampling, Systematic sampling, Cluster sampling, B) Non random sampling (non – probability) methods: Judgement sampling, convenience sampling, quota sampling, volunteer sampling and Snowball sampling. Sampling and Non sampling errors. 

Data Collection: Types of data based on source – primary data and secondary data, Advantages and disadvantages. Sources of secondary data, precautions in the use of secondary data. Difference between primary data and secondary data. Methods of collecting primary data: Questionnaire method – Drafting of questionnaire. Interview- training of interviewers for collecting data using schedule. Observation method – Types, Inventory method, Use of checklists. Criteria for evaluation of instruments – reliability and validity of compilation of the data collected: geographical, chronological, qualitative and quantitative methods. Processing of data. 

Unit V 

Descriptive statistics: Measures of central tendency (Mean, Median, Mode, their relative advantages and disadvantages) Measures of dispersion: Mean deviation, Standard deviation, Coefficient of variation, percentile – their relative advantages and disadvantages; Correlation and Regression – Types – Positive and Negative; Linear and Nonlinear, simple and Multiple; Partial and Total; Methods of studying correlation- Scatter diagram, Graphic method, Coefficient of correlation and its interpretation. Pearson’s coefficient of correlation and Spearman’s Rank correlation r Regression analysis using regression lines and equations, Difference between correlation and Regression. Application of Parametric and non-Parametric statistics –Chi-square test. T-Test: Analysis of Variance. Ethical responsibilities of the researcher- required qualities of a researcher in fullling ethics, informed consent, condentiality, protection from risk and injury, debrieng, plagiarism.

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