About Mass Communication Research

The mass communication field is constantly changing and embracing new trends developing throughout modern society. New technology and media avenues, such as social media, are encompassing consumers and making an impact on every decision. People are bombarded with trends and choices, increasingly personalized, therefore it is the mass communication researcher's responsibility to dissect these trends and identify society's perceptions through valid research. 

Developing Research Question

The key to mass communication research is developing the foundation, or a research question. The research question can be designed and evaluated in various methods and perspectives, whether primarily theoretical or applied. However it is key in the research process and designed to answer what the research is seeking to explore.

The method chosen to carry out the research question depends heavily upon the nature of the question being asked and the researcher's perspective. Methods include experimental, ethnographic, public opinion, content analysis, and case studies. Identify the topic or area of interest in researching, then transform the interest into a researchable problem.

 Collecting Data

After choosing a topic and identifying a research question, one must find and collect data. Resources can include past and present publications, television, Internet content, electronic archives, existing studies, and people. A cost effective way to undergo the research process is to collect and explore data from existing studies with a similar area of interest. Find biased and unbiased studies. Comparing various studies will yield a more valid outcome. Meta-analysis, collecting data from previous experiments to yield new results, is often used in this instance. 

Quantitative versus Qualitative Research

Quantitative research is the method that primarily seeks to measure a variable, or something with a varying value. These studies can be performed through surveys, experiments, or content analysis. Content analysis examines what mass media messages are conveying.

Qualitative research relies on public opinion, verbal perceptions, and observational collection of data. These studies are performed through focus groups, interviews, content analysis or participant observation. Qualitative data often identifies messages themes throughout media.