Let's Do Research! Which Method Works Best?
In the communication field scholars must not only demonstrate a familiarity with the communication theories and concepts, they are also required to create their own knowledge through the research process. There are two known research methodologies, quantitative and qualitative, both of which have their benefits and flaws . Quantitative, or empirical, research is a method that is based on the initial formation of research questions and/or hypotheses, and the practice of establishing new knowledge that can either support or challenge a research theory based on numerical data collected through either experimentation, surveying, or content analysis. Qualitative research, however, takes an in-depth approach to forming new knowledge by exploring the meanings behind communication occurrences by observing how people interpret them. This is often done by collecting descriptive data through interviews, focus groups, or general observations. The chart below illustrate...