Course: MAC 219 Foundation of Communication Research (3Credits
Compulsory)
Course Duration: Three Hour per week for 15 weeks (45 Hour) as taught in the
2010/2011 session
Lecturer: Azeez, A.L;
Ph.D Communication Studies (UK);
M.Sc. Mass Communication (Lagos);
M.A International Law and Diplomacy (Lagos);
B.Sc. Mass Communication (Lagos);
NCE Language (Ilesha).
Department of Mass Communication,
Faculty of Communication and Information Sciences,
University of Ilorin,
Ilorin, Nigeria.
E-mail:
azeez_ogo_oluwa@yahoo.com azeez.al@inilorin.edu.org
Office Location: Ground floor, Room3, Educational Technology Centre,
University of Ilorin, Ilorin Nigeria
Consultation Hour: 1-3 pm (Mondays and Wednesdays)
Course Content
Importance and relevance of research in mass communication. Areas of research in
journalism, public relations and advertising. Mass media methods and their
components.
Course Description
This course provides a study of the conceptual framework, theoretical/philosophical
consideration, paradigms, process and compositional approaches for designing and
conducting qualitative, quantitative and triangulate/triangulatory research studies on the
various elements and aspects of communication. Therefore, the course seeks to explain
and illustrate the range of methods appropriate to research communications. It provides
a detailed explanation of the procedures or operational steps of each of the research
methods that are applicable to researching the source, messages, medium, audience and
effects of mass communication.
Course Justification
The fundamental aim of this course is to give students extensive training in media and
communication research methods. The thorough training is aimed at motivating
students to develop a wide range of skills for understanding, studying and analyzing
communication phenomena.
Course Objectives
1
At the end of the course, students will be able to:
1. Understand the philosophical assumptions that distinguish quantitative research
methods from qualitative research methods;
2. Understand the theoretical principles on which scientific research is based;
3. Understand the range of research methods that are appropriate or specific
research problems in communication;
4. Master the element of and steps in the process of using each of the research
methods for conducting studies on communication problems;
5. Develop ability and creativity to design and use appropriate methods for
communication research;
6. Understand and appreciate ethical issues involved in using each of the research
methods for communication research and in conducting social and behavioral
research in general;
7. Develop written communication skills (how to write well documented research
report) and become self motivated independent learners/researchers.
Course Requirements
Students are expected to adhere strictly to the following:
1. Full participation in all course activities is a core determinant of overall
performance. Students are therefore expected to attend all lectures and practical
sessions, partake in all class discussions, quizzes, individual/group assignments
and the mid-semester test.
2. A minimum of 75% attendance qualifies students for writing the end of
semester examination in this course.
3. Lateness to class should be avoided as much as possible.
4. All written assignments must be word processed and sources consulted properly
cited.
5. Deadlines should be strictly observed. Late assignments will attract penalties.
6. Each student is expected to have a personal yahoo mail account into which
course information may be sent by the lecturer.
7. It is compulsory for all students to participate in all the practical and online
discussion sessions.
Methods of Grading
Students’ final grades will be evaluated based on all course activities broken down as
follows:
Criteria
Online Participation
Assignments/quizzes
Tests
Final examination
TOTAL
Score (%)
5
15
10
70
100
2
Course Delivery Strategies
The lecturer will make use of the traditional face to face mode of class room teaching.
There will also be an on-line discussion forum for students’ participation.
Lecture Contents
Week 1: Course Overview and Introduction to Scientific and Communication
Research
Objective
At the end of this week, it is expected that students will display adequate knowledge of
the scientific and communication research.
Description
First Hour
Definition of research
Position of scientific research
Methods of science
Second Hour
Classification of research
Criteria of classification
Basic Types of Research
Prostulates of Scientific Research Perspective.
Third Hour
Areas of Communication Research
Example of communication Research
Study Questions
1. Explain what we mean by research, tracing its etymology and giving definite
definition to describe what it is all about.
2. What are the methods of gaining knowledge and the method of scientific
research differ from other methods of knowing?
3. What are the criteria for classifying research?
4. Explain the criteria for classifying research
5. What are the basic assumptions of scientific research perspective?
Reading List
1. Babbie1, E. (2001) The Practice of Social Research. (9th ed.). Belmont,
CA: Wadsworth/Thomson Learning. Pp 17-21.
2. Baryman2, A. (2001) Social Research Methods NY: Oxford University
Press. Pp 5-19.
3. Ibrahim4, A. (2001) Introduction to Social Science Research. Ibadan:
Aboderin printing Press. Pp 1-3.
3
4. Blake1, R.H. and Haroldsen, E.O (1975) A Taxonomy of Concept In
Communication. NY: Hasting House Publishers. Pp 415.
5.
Week 2: Relationship Between Theories and Research.
Objective
This week’s lecture aims to familiarize students with the relationship between theories
and research from the deductive and inductive process/ reasoning. At the end of the
week, students will also be able to display adequate knowledge of the goals/ roles of
research in relations to theory.
First Hour
What is theory?
Second Hour
Relationship between theories and research
Third Hour
Roles of research in relation to theories.
Study Questions
1. What is the basic difference between inductive and deductive
reasoning/approaches? How could you use them to explain the relationship
between theories and research?
2. Research and theories are inseparable like you and your head. Explain why they
are inseparable, emphasizing how they complement each other.
3. Select a research article from an academic journal and classify the relationship
between theories and research you find in the article.
4. Research is the process of finding answers to the intellectual problems that
stimulate our mind for responses. Identify at least ten problems in
communication process or activity that are stimulating your mind for responses
in the form of systematic and reliable answers.
5. Analyze the concept of theory as it relates to research
Reading List
1. Babbie1, E. (2001) The Practice of Social Research. (9th ed.).Belmont, Ca:
Wadsworth/Thomson Learning Pp 64..
2. Bryman2, A. (2001) Social Research Methods. NY: Oxford University Press. Pp
5-10.
3. Blake1, R.H. and Haroldsen, E.O (1975) A Taxonomy of Concept In
Communication. NY: Hasting House Publishers. Pp 415.
4. Smith4, H.W. (1975) Strategies of Social Research: The Methodological
Imagination. London: Prentice Hall International. Pp21-40
Week 3: Research Strategies/Approaches
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Objective
At the end of this session students will be able to describe what research strategies are
about and the various types of research strategies. Also they should have a good
understanding of the various assumptions and issues relating to research.
Description
First Hour
What is meant by research strategies?
Types of research strategies- Quantitave and
Qualitative Research Strategies.
Second Hour
Philosophical Assumption/Issues Underlying Quantitative/Qualitative Research
Epistemological Assumption/Issues
Positivism/Empricism versus Interpretivism (Phenomolgy and S.I)
Third Hour
Ontological Assumptions/Issues
Objectivism versus constructionism.
Study Questions
1. What is meant by epistemology, ontology and axiology? Explain the approaches
under these branches of philosophy.
2. What are the main differences between epistemology and ontological
assumptions underlying scientific research?
3. What are the implications of epistemological consideration/assumptions for
research practice?
4. I cannot claim to know that all the girls in my class are virgins. If I want to
know this and publish it in an acceptable knowledge that the value of virginity
is still highly valued by female students of the University of Ilorin. What do I
need to do? What kind of epistemological, ontological and axiological
consideration underpin what I need to do?
Reading List
1. Bryman2, A. (2001) Social Research Methods. NY: Oxford University
Press. Pp 11-19.
2. Bryman2, A. (1995) Quantity and Quality Research. London: Routlage. Pp
11-45.
3. Creswell2, J.W.(2003) Research Design: Qualitative, Quantitative, and
Mixed Approaches. (2nd ed.). London Sage.
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Week 4: An Indepth Look at the Quantitative And Qualitative Research Strategies
Objective
This lecture is to enable students have a critical understanding of quantitative and
qualitative research strategies. At the end of the lecture, students are expected to be able
to characterize, criticize both research strategies and also know some basic
terminologies of quantitative research.
Description
First Hour
Characteristics of quantitative research
Main preoccupations of quantitative research
Process of quantitative research
Basic terms of elements in quantitative research
Second Hour
Critique of quantitative research
Characteristics of quantitative research
Main preoccupations in Qualitative research
Third Hour
Reliability and validity in qualitative research
Alternative criteria for evaluating qualitative research
Major differences between qualitative and qualitative research
Triangulation- mixed strategy/multi method approach
Study Question
1. Outline and explain the main differences between quantitative and qualitative
research in terms of in terms of the relationship between theory and data,
epistemological consideration, ontological consideration and axiological
requirement.
2. To what extent is quantitative research solely concerned with testing theories
and qualitative research with generating theories?
3. If I am to carry out a research on the newspaper readership pattern among the
students of university of Ilorin, what kind of research strategy will be best to
adopt? If I decide to adopt quantitative strategy, what should be my
preoccupation?
4. Define the following terms associated with quantitative research. Variable,
Concept,
Independent
variable,
Dependent
variable,
Replication,
operationalization, Hypothesis, scale of measurement.
5. Formulate a communication research problem that you think will need a specific
form of triangulation. Explain how specific triangulatory devices might increase
the validity of the findings that provide solution to the problem.
6. Differentiae between nominal and ordinal levels of measurement on one hand
and between internal and ration levels of measurement on the other hand. What
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are the implications of these various levels of measurement on how you collect
data for research, and how you analyze the research?
Reading List
1. Babbie1, E. (2001) The Practice Of Social Research. (9th ed.). Belmont, Ca:
Wadsworth/Thomson Learning Pp 119-144.
2. Bryman2, A. (2001) Social Research Methods. NY: Oxford University Press.
Pp 20-24.
3. Blake1, R.H. and Haroldsen, E.O (1975) A Taxonomy of Concept In
Communication. NY: Hasting House Publishers. Pp 415
4. Kumar4, R. (2005) Research Methodology: A Step-By-Step Guide for
Beginners (2nd ed.). London: Sage Pp 54-70
5. Creswell4, J.W.(2003) Research Design: Qualitative, Quantitative, and
Mixed Approaches. (2nd Edition), London Sage Pp 17-23.
6. Flake1, U. (2005) Ann Introduction to Qualitative Research. (2nd
ed.).London: Sage. Pp16-27
7. Bryman2, A. (2001) Social Research Methods. NY: Oxford University Press.
Pp 11-19
8. Wimmer4, R.D. and Dominick, J. (1983), Mass Media Research: An
Introduction. Belmont, CA: Wadsworth, Inc. Pp 44-66
Week 5: Research Circle
The mid-semester test is scheduled to hold this week. The week’s lecture is however
designed to enable students acquire the general knowledge of Research project,
Research process, Research Proposal and Research report. At the end of the lecture, it is
expected that students will be able to understand the steps in planning, conducting and
completing a Research.
Description
First Hour
Mid-semester Test I
Research project, research process, research proposal and research report (PPPR)
Research process- a quick glance
Second Hour
A thorough look at the stages and steps in planning and conducting or completing a
research
Third Hour
A thorough look at the stages and steps in planning and conducting or completing a
research
Study questions
1. Give a detailed explanation of the procedures or steps in carrying out a scientific
research.
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2. Scientific research is a systematic and planned process of investigating
phenomenon. Explain how this definition is reflected in the process of research.
3. The process of scientific research is exclusively chronological. Discuss.
4. I was commissioned by an NGO to carry out a research on the social
phenomenon of what is termed ARISTO. The aim of the research is to provide
an understanding: of the categories of female students in the Nigeria. University
that engage in this activity, which has been constructed as a social vice; why do
they engage in the activity; the relationship between the activity and the
educational capability
5. Prepare a formal research proposal for any communication study you can think
of.
Reading List
1. Kumar4, R. (2005) Research Methodology: A Step-By-Step Guide For Beginers
(2nd ed.). London: Sage Pp 15-25
2. Defleur4, M.L. and Dennis. E.E. (1991) Understanding Mass Communication.
(4th ed.). Boston: Houghton Mifflin Co. Pp 500-506
3. Grazimo4, A.M. and Raulin. M.L. (1989) Research Methods: A processs of
Inquiry. NY: Harper and Row. Pp 32-36
4. Ibrahim2, A. (2001) Introduction to Social Sciences Research. Ibadan: Aboderin
Printing Press. Pp 3-4
Week 6: Research Design
Objective
Students are expected at the end of this session to have adequate knowledge of research
design, by having a full understanding of it’s function and it’s type.
Description
First Hour
Definition of a research design
Function of a research design
Second Hour
Types of a research design.
Experimental Design
Descriptive Design
Longitudinal Analysis
Third Hour
Cross Sectional Analysis
Case Study Design
Explorative Design
Explanatory Design
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Study Questions
1. What are the main research designs you know? Explain them critically by
identifying the purpose of each of them and the distinct features that
differentiate one from the other.
2. If you are to carry out a research on whether pornography has a direct effect on
men that watch them regularly, what should be the best design that you should
adopt for this research? How should you conduct this research?
3. Define the two broad critical variables that you should measure in the above
research? Specify two specific variables to will wish to measure and explain
what you intend to achieve with the measurement of the variables
4. Differentiate between longitudinal and cross sectional design. Specify two
circumstances you will need to adopt each of the designs as a social researcher.
5. I am conducting a research on the Magazine readership among the female
students of University of Ilorin. Which research design appropriately fit this
research design? Explain the design and the main rationale for adopting the
design rather than any other type of research design.
Reading List
1. Babbie1, E. (2001) The Practice Of Social Research. (9th ed.).Belmont, Ca:
Wadsworth/Thomson Learning Pp 91-112
2. Bryman2, A. (2001) Social Research Methods. NY: Oxford University
Press. Pp 32-52
3. Blake1, R.H. and Haroldsen, E.O (1975) A Taxonomy of Concept In
Communication. NY: Hasting House Publishers. Pp 415
4. Kumar, R. (2005) Research Methodology: A Step-By-Step Guide For
beginners (2nd ed.).London: Sage Pp 54-70
5. Wimmer4, R.D. and Dominick, J. (1983) ,Mass Media Research: An
Introduction. Belmont, C.A: Wadsworth, Inc. Pp 193-203
6. Russel4, K.A. (1953) The Design of Social Research. Chicago: The
University of Chicago Press. 1-13
7. Churchill2. G.A. I(1979) Marketing Research: Methodological Fountain.
Illnois: The Dryden Pres. Pp47-65
Week 7: A Thorough Look at the Basic Elements in the Steps of Conducting a
Research
Objective
At the end of this lecture, it is expected that students will display adequate knowledge
of the fundamentals of research question and hypothesis in both qualitative and
qualitative design. They should also know the role of literature reviews and the ways of
reviewing the literature.
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First Hour
Research question and hypotheses in both qualitative and quantitative research
Definition of Hypothesis
Characteristics of hypothesis
Second Hour
Types of hypothesis
How to conduct a good hypotheses.
Types of research question
Third Hour
Literature review
Place of literature review in research and its purposes
Access to literature
Study Questions
1. For quantitative study, write two sets of question. The forst set should be
descriptive questions about the independent and dependent variables in the
study. The second set should pose questions that relate or compare the
independent variables with the dependent variables. The essence of these
question is to enable you learn how to combine descriptive and inferential
questions
2. For qualitative study write one or two central questions followed by five seven
sub questions.
3. Differentiate between Null hypotheses and Alternative hypotheses on one hand
and Directional and Non-directional hypotheses on the other hand
4. What is the difference between inferential and descriptive questions?
5. Differentiate hypotheses of difference and hypotheses point of prevalence
6. What is the main function of hypotheses in a research and what should be the
main feature.
7. What is the significance of literature review in research process? What should
be thee preoccupation of Literature review.
Reading List
1. Kumar4, R. (2005) Research Methodology: A Step-By-Step Guide for
beginners (2nd ed.). London: Sage Pp 54-70
2. Flink4, A. (1998) Conducting Research Literature Reviews: From Paper to
the Internet. London: Sage.
3. Hart2, C. (1998) Doing Literature Review: Releasing the Social Science
Research Imagination. London: Sage.
4. Wimmer4, R.D. and Dominick, J. (1983) ,Mass Media Research: An
Introduction. Belmont, C.A: Wadsworth, Inc. Pp 193-203
5. Creswell4, J.W.(2003) Research Design: Qualitative, Quantitative, and
Mixed Approaches. (2nd Edition), London Sage Pp 142-146.
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Week 8: Data Collection Procedure
Objectives
Here, the objective is to enable students gain further understanding of some basic
elements in research process and understanding of the elements of discussion
programme. At the end of the lecture, students will be able to identify the different
procedures and instruments for data collection.
Description
First Hour
Data collection and research design
Second Hour
Procedure- population, sample size and sampling methods.
Third Hour
Data collection Instrument- an Introduction
Questionnaire (survey)
Interview schedule
Coding scheme/frame (content analysis)
Study Questions
1. What sampling technique might be appropriate for the following research
project?
a) A study to determine who buys DVD players rather than VCD player?
b) A study to determine the demographic makeup of the audience of a local
television show
c) A content analysis of commercials during Saturday morning children’s
show
d) A survey examining the difference between newspaper readership in high
and low income households
2. Many research studies use small samples. What are the advantages or the
disadvantages of this practice?
3. The use of available samples has long been heated debate. Some researchers say
that available samples are inaccurate representations of the population; available
sample as well as in random sample. Which argument do you agree with?
Explain your answer?
4. Using a table of random number you are given after this class, select a simple
random sample of 10 numbers in the range from 1 to 1,878. Describe each step
in the process.
5. What do each of the following term terms mean: population, probability
sampling, non-probability sampling, sampling frame, representative sample,
sampling and non-sampling error?
6. If you are conducting a survey on television viewership among families in
Ilorin, what type of probability sample would you choose and why?
11
7. A researcher conducting a study on the sex life of youth on a university campus
position himself on the entrance of the university’s library. He asks one student
of every five students who walks by to be interviewed. He continues doing this
until he has a sample of 120- those who are willing to answer the primary
question of how many times they have sex in a week. How likely is he to
achieve a representative sample to make a valid generalization about the sex life
of all students on the campus.
In what circumstances might you employ snowball sampling?
Reading List
1. Babbie1, E. (2001) the Practice of Social Research. (9th ed.).Belmont, Ca:
Wadsworth/Thomson Learning Pp 91-112
2. Bryman2, A. (2001) Social Research Methods. NY: Oxford University
Press. Pp 32-52
3. Kumar4, R. (2005) Research Methodology: a step-by-step Guide for Beginners
(2nd ed.).London: Sage Pp 54-70
4. Wimmer4, R.D. and Dominick, J. (1983) ,Mass Media Research: An
Introduction.Belmont, C.A: Wadsworth, Inc. Pp 193-203
5. Smith4, H.W. (1975) Strategies of Social Research: The Methodological
Imagination. London: Prentice Hall International. Pp 105-118
Week 9: Methods of Research in Communication
Objective
It is expected that students, by the end of this week, will be vividly understand the
different research methods in communication.
First Hour
Survey
Definition and types of survey
Second Hour
Structured Interview- a form of social research survey
Third Hour
Modality and Instrument for conducting structured interview
Problems with structured interview
Study Questions
1. What difficulties do open questions present in survey research
2. Why are closed questions frequently preferred to open questions in survey
research?
3. What are the limitations of closed questions
4. What circumstances are vignette questions appropriate?
12
5. Develop five questions that could be answered by survey research. What
approaches could be used to collect data on these topics?
6. Explain the procedures for constructing a Likert scale. Design five questions on
Likert scale.
7. What is the process of conducting structured interview?
8. Define a target group and design questions to collect information on the
following topics:
a) Attitude towards television soap opera
b) Attitude towards newspaper
c) Attitude towards sex on television
d) Attitude toward the frequency of commercials on television
Reading List
1. Babbie1, E. (2001) The Practice of Social Research. (9th edition) Belmont,
CA: Wadsworth/Thomson Learning. Pp 176-211, 238-268
2. Bryman2, A. (2001) Social Research Methods. NY: Oxford University
Press. Pp 32-52
3. Kumar4, R. (2005) Research Methodology: a step-by-step Guide for
Beginners (2nd ed.).London: Sage Pp 161-184, 101-132
4. Wimmer4, R.D. and Dominick, J. (1983) ,Mass Media Research: An
Introduction Belmont, CA: Wadsworth. Inc. Pp 68-86, 101-132
5. Smith4, H.W. (1975) Strategies of Social Research: The Methodological
Imagination. London: Prentice Hall International. Pp 105-118
6. Deacon4, D. etal. (1998) Researching Communication: A Practical Guide to
Methods in Media and Cultural Analysis. London: Arnold. Pp 62-80
7. Berger1. A.A. (2000) Media and Communication Research Method: An
Introduction To Qualitative And Quantitative Approaches. London: Sage Pp
187-205
Week 10: A Thorough Look at Quantitative Methods Continued
Objectives
This week the aim is to continue the analysis of quantitative method.
First Hour
CONTENT ANALYSIS
Second Hour
What is experiment
Topics appropriate for experiment
Advantages and disadvantages of field experiment
Third Hour
What is structured observation
Problems with using social research survey to investigate research
13
Solution-participant observation introduced
Study Questions
1. What is content analysis? How is it different from survey?
2. To what kind of document and media can content analysis be applied?
3. What is the difference between manifest and latent content? What are the
implications of the distinction for content analysis
4. With what kind of research questions is content analysis concerned
5. What special sampling issues does content analysis pose
6. To what extent does the need for coders to interpret meaning undermine content
analysis
7. Design a coding scheme for content analysis study centre you can think.
8. What are the limitations of survey research with regard to the study of behaciour
9. In what circumstances can you use experiment method in communication
research?
Reading List
1. Babbie1, E. (2001) The Practice of Social Research. (9th ed.). Belmont, CA:
Wadsworth/Thomson Learning. Pp 261-234, 304-314
2. Bryman2, A. (2001) Social Research Methods. NY: Oxford University
Press. Pp 172-192, 160-174
3. Wimmer4, R.D. and Dominick, J. (1983) ,Mass Media Research: An
Introduction Belmont, CA: Wadsworth. Inc. Pp 68-86, 101-132
4. Deacon4, D. etal. (1998) Researching Communication: A Practical Guide to
Methods in Media and Cultural Analysis. London: Arnold. Pp 62-80
5. Berger2. A.A (2001) Media and Communication Research Methods: An
Introduction to Qualitative and Quantitative Approaches. London: Sage. Pp
209-217, 173-185
6. Kripperdorf4, K. (1980) Content Analysis: An Introduction to its
Methodology. London: Sage.
7. Neuendorf2, K.A. (2002) Content Analysis Guidebook. London: Sage.
Week 11: A Look at Qualitative Method On Communication Resreach
Objective
Here, the objective is to know the relationship between ethnographic and participatory
observation. It is expected that at the end of the lecture, students will understand the
following.
First Hour
Defining participant observation
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Benefits of participants observation
Problems associated with participation observation
Second Hour
Differences between the structured interview and unstructured
Interview in qualitative research
Differientiating between unstructured and semi structured
Preparing an interview guide
Third Hour
Format of question
Tape recording and transcription
Sampling method in interview- snowballing, theoretical sampling
Study Questions
1. Is it possible to distinguish participant and observation and ethnography
2. To what extent do participant observation and ethnography rely solely on
observation
3. Convert ethnography obviates the need to gain access to inaccessible settings
and therefore and therefore as much recommend it. Discuss.
4. Should ethnographers be active or passive in the settings in which they conduct
research
5. How can you select sample for an unstructured interview to study job
satisfaction among Nigerian journalist?
Reading List
1. Bryman2, A. (2001) Social Research Methods. NY: Oxford University
Press. Pp 172-192, 160-174
2. Berger4. A.A (2001) Media and Communication Research Methods: An
Introduction to Qualitative and Quantitative Approaches. London: Sage. Pp
160-170
3. Robson1, C. (1993) Real World Research: A Resource for Social Scientists
and Practitioner-Researchers. Oxford: Blackwell. Pp 187-225
Week 12: Qualitative Methods Continued
Objective: at the end of this lecture, students will be armed with adequate knowledge
of focus groups and its role in research.
First Hour
15
What is focus group
Focus group theory
Uses/advantages of focus group
Second Hour
How to conduct focus group number of groups, size of groups, level of moderator’s
involvement, recruiting participant, maintaining interactions during sessions,
developing interview guides discussion aids/ stimulus, recording of sessions, site
selection, group dynamics/ composition
Third Hour
Limitation/disadvantages of focus groups
Reading List
1. Stewarts4, D.W.., Shamdasani, P.N. and Rook, D.W. (2007) Focus Groups:
Theory and Practice. (2nd ed.).London: Sage
2. Morgan4, D.L. (1997) Focus Group as Qualitative Research. (2nd ed.).London:
Sage.
3. Bryman2, A. (2001) Social Research Methods. NY: Oxford University
Press. Pp 172-192, 160-174
4. Wimmer4, R.D. and Dominick, J. (1983) ,Mass Media Research: An
Introduction Belmont, CA: Wadsworth. Inc. Pp 68-86, 101-132
Study Questions
1. What advantages might the focus group method offer in contrast to an
individual qualitative interview
2. I carried out a study on the representation of women in Nigerian films with the
sole aim of understanding how Nigerian women in particular react to their
presentation. O adopted focus group method to carry out the study. Why do you
think I adopted the method rather than survey? What other methods do you
think I could have adopted to give proper understanding of what I intend to
know?
3. Discuss how and why you think I might have selected my sample for the study
above?
Week 13: CASE STUDY
Objective
This session is aimed at familiarizing students with the characteristics and qualities of
adopting a case study.
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Description
First Hour
What Is Case Study
Aims and Questions for Case Study
Second Hour
Semiotic analysis
Narrative analysis
Third Hour
Historical analysis
Discourse analysis
Study Question
 Highlight some evidence to Look Out for In Case Study
 Describe how to conduct narrative anal
 What are advantages and disadvantages of discourse analysis
 Simply analyze the processes involved in carrying out a historical analysis
 What is the significance of research log?
Reading List
1. Berger4. A.A (2001) Media and Communication Research Methods: An
Introduction to Qualitative and Quantitative Approaches. London: Sage. Pp
35-51
2. Robson4, C. (1993) Real World Research: A Resource for Social Scientists
and Practitioner-Researchers. Oxford: Blackwell. Pp 187-225
3. Gilham4, B. (2000) Case Study Research Methods. NY: continuum.
Week 14: General ethical issues in qualitative and quantitative research.
A brief introduction to statistics and data analysis
WEEK 15: GENERAL REVISION
Objectives
This is the last lecture week for this course. The week is aimed at preparing students for
the final examination through a vigorous revision. This will be achieved through an
interactive question and answer session.
Revision Questions
1. What is a research proposal?
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2. Prepare a comprehensive research proposal on: The Influence of Foreign
Television Programmes on Nigerian Students OR The Attitude of the Nigerian
Elite towards the Cable Network News (CNN)
3. Define a hypothesis
4. What is the usefulness of hypotheses in quantitative research?
5. Differentiate between Null hypothesis and Alternative hypothesis on one hand,
and Directional and Undirectional hypothesis on the other hand.
6. Construct TWO communication related hypotheses to illustrate Null,
Directional and Undirectional hypotheses.
7. Compare the two basic research approaches with detailed explanation of the
differences
8. in the philosophical beliefs underlying the two approaches.
9. Differentiate between probability and non probability sampling techniques.
10. Mention and explain the four basic types of random sampling techniques.
11. I am conducting a research on Foreign Soap Opera and Morality Among
Nigerian Women, with a view to establish causal relation between soap opera
and arrogant/disrespectful attitudes of women towards their husbands. Identify
and explain the Independent and Dependent Variables of the study.
12. Compare and contrast the following paired types of variables:
a. Nominal and Ordinal Variables
b. Interval and Ration Variables
c. Discreet and Continuous Variables
13. List and explain briefly the stages in the process of conducting and reporting a
quantitative research.
14. Define research design, and explain how you can categorize research design in
terms of the number of contact with the respondents.
15. Design a coding scheme for content analysis study centre you can think.
16. What are the limitations of survey research with regard to the study of behaciour
17. In what circumstances can you use experiment method in communication
research?
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Reading List
1. Blake1, R.H. and Haroldsen, E.O (1975) A Taxonomy of Concept In
Communication. NY: Hasting House Publishers. Pp 415
2. Kumar4, R. (2005) Research Methodology: A Step-By-Step Guide for Beginners
(2nd ed.).London: Sage Pp 54-70
3. Creswell4, J.W.(2003) Research Design: Qualitative, Quantitative, and Mixed
Approaches. (2nd ed.). London Sage Pp 17-23.
4. Deacon4, D. etal. (1998) Researching Communication: A Practical Guide to
Methods in Media and Cultural Analysis. London: Arnold. Pp 62-80
5. Berger4. A.A (2001) Media and Communication Research Methods: An
Introduction to Qualitative and Quantitative Approaches. London: Sage. Pp
209-217, 173-185
6. Kripperdorf4, K. (1980) Content Analysis: An Introduction to its Methodology.
London: Sage.
7. Russel2, K.A. (1953) The Design of Social Research. Chicago: The University
of Chicago Press. 1-13
8. Churchill4. G.A. I(1979) Marketing Research: Methodological Fountain.
Illnois: The Dryden Pres. Pp47-65
Key:
1. Available in the University Library
2. Available in local bookshops
3. Available on the web
4. Personal collection
5. Departmental library
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