46 Doing Communication Research

Students often believe that researchers are well organized, meticulous, and academic as they pursue their research projects. The reality of research is that much of it is a hit-and-miss endeavor. Albert Einstein provided wonderful insight to the messy nature of research when he said, “If we knew what it was we were doing, it would not be called research, would it?” Because a great deal of Communication research is still exploratory, we are continually developing new and more sophisticated methods to better understand how and why we communicate. Think about all of the advances in communication technologies (snapchat, instagram, etc.) and how quickly they come and go. Communication research can barely keep up with the ongoing changes to human communication.

Researching something as complex as human communication can be an exercise in creativity, patience, and failure. Communication research, while relatively new in many respects, should follow several basic principles to be effective. Similar to other types of research, Communication research should be systematic, rational, self­-correcting, self-­reflexive, and creative to be of use (Babbie; Bronowski; Buddenbaum; Novak; Copi; Peirce; Reichenbach; Smith; Hughes & Hayhoe).

Seven Basic Steps of Research

While research can be messy, there are steps we can follow to avoid some of the pitfalls inherent with any research project. Research doesn’t always work out right, but we do use the following guidelines as a way to keep research focused, as well as detailing our methods so other can replicate them. Let’s look at seven basic steps that help us conduct effective research.

Graphic illustration of the 7 steps: Identify focus of research; develop a research question; define key terms; select research method; establish a sample population; gather and analyze data; interpret and share results
  • Identify a focus of research. To conduct research, the first thing you must do is identify what aspect of human communication interests you and make that the focus of inquiry. Most Communication researchers examine things that interest them; such as communication phenomena that they have questions about and want answered. For example, you may be interested in studying conflict between romantic partners. When using a deductive approach to research, one begins by identifying a focus of research and then examining theories and previous research to begin developing and narrowing down a research question.
  • Develop a research question(s). Simply having a focus of study is still too broad to conduct research, and would ultimately end up being an endless process of trial and error. Thus, it is essential to develop very specific research questions. Using our example above, what specific things would you want to know about conflict in romantic relationships? If you simply said you wanted to study conflict in romantic relationships, you would not have a solid focus and would spend a long time conducting your research with no results. However, you could ask, “Do couples use different types of conflict management strategies when they are first dating versus after being in a relationship for a while? It is essential to develop specific questions that guide what you research. It is also important to decide if an answer to your research question already exists somewhere in the plethora of research already conducted. A review of the literature available at your local library may help you decide if others have already asked and answered a similar question. Another convenient resource will be your university’s online database. This database will most likely provide you with resources of previous research through academic journal articles, books, catalogs, and various kinds of other literature and media.
  • Define key terms. Using our example, how would you define the terms conflict, romantic relationship, dating, and long­-term relationship? While these terms may seem like common sense, you would be surprised how many ways people can interpret the same terms and how particular definitions shape the research. Take the term long­-term relationship, for example, what are all of the ways this can be defined? People married for 10 or more years? People living together for five or more years? Those who identify as being monogamous? It is important to consider populations who would be included and excluded from your study based on a particular definition and the resulting generalizability of your findings. Therefore, it is important to identify and set the parameters of what it is you are researching by defining what the key terms mean to you and your research. A research project must be fully operationalized, specifically describing how variables will be observed and measured. This will allow other researchers an opportunity to repeat the process in an attempt to replicate the results. Though more importantly, it will provide additional understanding and credibility to your research.

Communication Research Then

Wilber Schramm – The Modern Father of Communication

Although many aspects of the Communication discipline can be dated to the era of the ancient Greeks, and more specifically to individuals such as Aristotle or Plato, Communication Research really began to develop in the 20th century. James W. Tankard Jr. (1988) states in the article, Wilbur Schramm: Definer of a Field that, “Wilbur Schramm (1907-1987) probably did more to define and establish the field of Communication research and theory than any other person” (p. 1). In 1947 Wilbur Schramm went to the University of Illinois where he founded the first Institute of Communication Research. The Institute’s purpose was, “to apply the methods and disciplines of the social sciences (supported, where necessary, by the fine arts and natural sciences) to the basic problems of press, radio and pictures; to supply verifiable information in those areas of communications where the hunch, the tradition, the theory and thumb have too often ruled; and by so doing to contribute to the better understanding of communications and the maximum use of communications for the public good” (p. 2).

  • Select an appropriate research methodology. A methodology is the actual step-by-step process of conducting research. There are various methodologies available for researching communication. Some tend to work better than others for examining particular types of communication phenomena. In our example, would you interview couples, give them a survey, observe them, or conduct some type of experiment? Depending on what you wish to study, you will have to pick a process, or methodology, in order to study it. We’ll discuss examples of methodologies later in this chapter.
  • Establish a sample population or data set. It is important to decide who and what you want to study. One criticism of current Communication research is that it often relies on college students enrolled in Communication classes as the sample population. This is an example of convenience sampling. Charles Teddlie and Fen Yu write, “Convenience sampling involves drawing samples that are both easily accessible and willing to participate in a study” (78). One joke in our field is that we know more about college students than anyone else. In all seriousness, it is important that you pick samples that are truly representative of what and who you want to research. If you are concerned about how long-term romantic couples engage in conflict, (remember what we said about definitions) college students may not be the best sample population. Instead, college students might be a good population for examining how romantic couples engage in conflict in the early stages of dating.
  • Gather and analyze data. Once you have a research focus, research question(s), key terms, a method, and a sample population, you are ready to gather the actual data that will show you what it is you want to answer in your research question(s). If you have ever filled out a survey in one of your classes, you have helped a researcher gather data to be analyzed in order to answer research questions. The actual “doing” of your methodology will allow you to collect the data you need to know about how romantic couples engage in conflict. For example, one approach to using a survey to collect data is to consider adapting a questionnaire that is already developed. Communication Research Measures II: A Sourcebook is a good resource to find valid instruments for measuring many different aspects of human communication (Rubin et al.).

Communication Research Now

Communicating Climate Change Through Creativity

Communicating climate change has been an increasingly important topic for the past number of years. Today we hear more about the issue in the media than ever. However, “the challenge of climate change communication is thought to require systematic evidence about public attitudes, sophisticated models of behaviour change and the rigorous application of social scientific research” (Buirski). In South Africa, schools, social workers, and psychologist have found ways to change the way young people and children learn about about the issue. Through creatively, “climate change is rendered real through everyday stories, performances, and simple yet authentic ideas through children and school teachers to create a positive social norm” (Buirski). By engaging children’s minds rather than bombarding them with information, we can capture their attention (Buirski).

  • Interpret and share results. Simply collecting data does not mean that your research project is complete. Remember, our research leads us to develop and refine theories so we have more sophisticated representations about how our world works. Thus, researchers must interpret the data to see if it tells us anything of significance about how we communicate. If so, we share our research findings to further the body of knowledge we have about human communication. Imagine you completed your study about conflict and romantic couples. Others who are interested in this topic would probably want to see what you discovered in order to help them in their research. Likewise, couples might want to know what you have found in order to help themselves deal with conflict better.

Although these seven steps seem pretty clear on paper, research is rarely that simple. For example, a master’s student conducted research for their Master’s thesis on issues of privacy, ownership and free speech as it relates to using email at work. The last step before obtaining their Master’s degree was to share the results with a committee of professors. The professors began debating the merits of the research findings. Two of the three professors felt that the research had not actually answered the research questions and suggested that the master’s candidate re­write their two chapters of conclusions. The third professor argued that the author HAD actually answered the research questions, and suggested that an alternative to completely re­writing two chapters would be to re­write the research questions to more accurately reflect the original intention of the study. This real example demonstrates the reality that, despite trying to account for everything by following the basic steps of research, research is always open to change and modification, even toward the end of the process.

Communication Research and You

Because we have been using the example of conflict between romantic couples, here is an example of communication in action by Thomas Bradbury, Ph.D regarding the study of conflict between romantic partners. What stands out to you? What would you do differently?

Which Conflicts Consume Couples the Most


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