Research Process

Chapter 7, Lannon & Gurak

Ask the Right Question
Explore a Balance of Views
Find the best answer:
• What do informed sources have to say about this topic?
• On which points do sources agree?
• On which points do sources disagree?
Reach an adequate depth
Depth
Balanced research examines a broad range of evidence
Thorough research examines evidence in sufficient depth.
Depth = level of detail and dependability
1. Popular media (print and online newspapers and magazines, radio, TV,
Web sites, Twitter feeds, Facebook pages, blogs): skim the surface of an
issue
2. Business and technical publications (Frozen Food World, Publisher’s
Weekly): target moderately informed to highly specialized readers
• Focus on practice, issues, and public relations
• Provide accurate information but biased viewpoints
Depth
3. Specialized literature (journals from professional associations—
academic, medical, legal, engineering):
• Targets practicing professionals
• Focuses on:
• Theory and practice
• Descriptions of the latest studies (written by researchers and peer reviewed for accuracy
and objectivity)
• Debates among scholars and researchers
• Reviews, critiques, and refutations of prior studies and publications
• Government sources and corporate documents
• Offer hard facts, detailed discussion, and relatively impartial views.
Depth
Level reached depends on purpose, audience, and topic.
Real story resides at deeper levels.