• Authority

• Tradition (Tenacity)
• Faith/Intuition
Ways we know • Personal Observation (self
about the world discovery)
 Scientific Method:
Systematic, objective,
controlled, empirical &
critical investigation of
Ways we know hypothetical propositions
about the world about the presumed relations
among natural phenomenon.
 • How does social science differs
from other ways of looking at
the world?
Based on theory, not belief or
philosophy.
Mass media
research as Theory: is a set of related
social science propositions that presents a
systematic view of phenomenon
by specifying relationships
among concepts.
 • Public
• Objective
• Empirical (operational definitions)
Characteristic • Systematic
of Scientific • Cumulative
Method
• Predictive
• Self-correcting (media effects)
 • To get published (recognition)
• To get tenure/promotion (keep my
job)
• To answer questions (wouldn't it
be interesting if we knew...)
Why do we • To find trends (what has been
conduct done; is it still being done)
research? • To keep an eye on institutions (act
as watchdogs)
• To look at ourselves (why do we
act as we do?)
• To help industries (probably
should do more here)
 • Job prospects: excellent, maybe
the biggest increase in jobs in
mass communication.

• For example: Market research

Other reasons may be interested in how many
for research people use a certain kind of
deodorant or would use a new
deodorant.

• Also markets are increasingly

becoming more global and
multicultural.
 • ”Niche marketing" techniques will
become more important in
garnering the consumer's brand
loyalty worldwide.
Other reasons
for research • Increasingly, there will be a
premium paid to those who are
able to recognize cultural
differences plus adapt quickly to
different and changing
environments.
 Top Universities in Egypt
Is ranking credible?

Ranking Also check Forbes

Top Universities
Discuss in groups.
 • Exploration

Reasons to do • Description
research

• Explanation
 • Ways they are the same:
1. Same basic goal
2. Same basic research
method
Social sciences
versus natural • Ways they differ:
sciences 1. Different subject matter
2. Measurement tools
 3 questions about the course

Now on a piece 3 challenges of learning research

of paper, write: methods
 • Select a problem to study
• Review existing literature
& theory
• State hypothesis or research
question
Steps in Social • Determine appropriate
methods & design
Science • Collect data
Research • Analyze & interpret data
• Present results
• Draw conclusions
• Replication
 Selecting the problem to study
Places to get ideas
1. Academic journals
2. Professional publications
3. Research abstracts
Choose a topic 4. Popular newspapers &
that you like magazines
5. Computer searches
6. Everyday life
 Questions to ask

Is it significant?
Is it too broad?
Can the topic be investigated?
Can the results be generalized?
What are the costs and time
Ask yourself involved?
Are the data susceptible to analysis?
Is the method appropriate for the
subject?
Is there any potential harm to
subjects?
 Purpose:
• To get a topic
• Better define a problem
Literature • Get further understanding of the
topic
Review • Eliminate duplication/redundant
effort
• Point out fruitful area of research
• Formulate hypothesis
• Refine research technique & design