Data Description and Visualisation summary/ Databeschrijving en –
visualisatie samenvatting
Field, A. (2024). Discovering Statistics Using IBM SPSS Statistics (6th edition).
Treadwell, D. (2024). Introducing communication research: Paths of inquiry (5th edition).
College 1
Chapter 1: Introduction to research
Research: a systematic process of asking and answering questions, demonstrating that the
answers are valid, sharing the research results. In this case about human communication
There are several basic assumptions which support all communication research, which
researchers bring to their research when choosing a research method.
All these assumptions are contestable. The major assumptions are:
- Observations capture an underlying reality
o That what we chose to look at tells us something about an underlying reality we
cannot see but assume exists.
- Theories about human behaviour can be generalized
o Are people similar in the way they behave or are they all unique individuals? We
assume that people are similar; so, results of a study will apply to all people who
are like the study participants.
- Researchers should distance themselves from their research participants
o Distance comes with a more neutral or dispassionate view towards the group;
moving closer to the group comes with more insight, but you could be influencing
the group dynamics /communication of the group, or you could only see the
group’s view of the world.
- Research should be done for a specific purpose
o Personal motivations for research and a preferred direction for the research can or
cannot take second place relative to the needs and motivations of the funding
agency.
- There is one best position from which to observe human behaviour
o Another assumption is that some aspects of a question are more important to look
at than others and, related, that there is one best standpoint from which to observe
human communication; actually, if you take human interaction as an example, you
see that observing only the receiver is not enough to draw conclusions from.
Two Worldviews:
Worldview 1: sees human behaviour as predictable, objectively measurable, and
generalizable. This emphasis on measurement and generalization is called a nomothetic
approach
Worldview 2: sees human behaviour as individualistic, unpredictable, and subjective.
Research based on these assumptions attempts to describe and assess the subjectivity and
individuality of human communication, rather than aiming to discover universal laws. This
emphasis on individual understanding is called an idiographic approach.
,Rhetoricians are interested in the appeals or persuasive tactics used to persuade an audience
to adopt the behaviour. Rhetorical approaches to researching are essentially qualitative; they
analyse the use of language.
Content analysis is primarily a quantitative method for assessing media content. A content
analyst looks for what is explicit and observable; the researcher may look as much for what is
implicit or unsaid.
These assumptions are related to major research decisions:
o Wide or narrow field of study?
o Should the researcher be dispassionate or involved?
o Objective or subjective approach?
o Is the sample large or small?
o The data quantitative or qualitative?
o Is your perspective based on your questions or your participants’ answers?
Major approaches to communication research:
1. Empirical: observe, measure from researcher’s perspective, often quantitative
2. Interpretive: observe, interpret from participants’ perspectives, often qualitative
3. Critical theory: ask whose interests are advanced by communication, assumption that
communication maintains and promotes power structures in society
Chapter 3: Ethics
Key principles of ethics:
1. Honesty
2. Scrupulousness
3. Transparency
4. Independence
5. Responsibility
, Ethical key points of research:
1. Do no harm.
2. Inform participants about the research (information form).
3. Get informed consent from participants (consent form).
4. Participation should always be voluntary.
5. Participants can leave at any time (and their data deleted).
6. Participants are debriefed afterwards (mostly in cases of deception)
7. Participants data is (pseudo)anonymized and confidential.
8. Researchers are credited where appropriate.
9. Methods are fully and accurately reported.
10. Clarity about data storage and sharing (data management plan)
The peer review process:
Classic ethical positions:
- The Judeo-Christian ethic of doing unto others as you would have others do to you or,
conversely, not doing to others what is hurtful to you suggests a very simple test of ethical
behaviour.
- Categorical imperative from Kant: a behaviour is valid if you are willing to see it
applied as a universal rule
- Principle of utilitarianism argues for the greatest good for the greatest number; suggests
that a research design which may hurt a minority of people is justified if there is an
overall greater good.
- Veil of ignorance approach asks us to take a dispassionate perspective, reviewing all
sides of a decision equally (as in wearing a veil that blinds us to information about
ourselves that might cloud our judgement; you act as if you are not a participant nor a
researcher).
Codes of ethics:
- The Nuremberg Code (1948): Research subjects must consent to the research in which
they are involved and that the benefits of the research must outweigh the risks.
- The Declaration of Helsinki (1964): emphasizes that research protocols must be
reviewed by an independent committee prior to the research; that informed consent must
visualisatie samenvatting
Field, A. (2024). Discovering Statistics Using IBM SPSS Statistics (6th edition).
Treadwell, D. (2024). Introducing communication research: Paths of inquiry (5th edition).
College 1
Chapter 1: Introduction to research
Research: a systematic process of asking and answering questions, demonstrating that the
answers are valid, sharing the research results. In this case about human communication
There are several basic assumptions which support all communication research, which
researchers bring to their research when choosing a research method.
All these assumptions are contestable. The major assumptions are:
- Observations capture an underlying reality
o That what we chose to look at tells us something about an underlying reality we
cannot see but assume exists.
- Theories about human behaviour can be generalized
o Are people similar in the way they behave or are they all unique individuals? We
assume that people are similar; so, results of a study will apply to all people who
are like the study participants.
- Researchers should distance themselves from their research participants
o Distance comes with a more neutral or dispassionate view towards the group;
moving closer to the group comes with more insight, but you could be influencing
the group dynamics /communication of the group, or you could only see the
group’s view of the world.
- Research should be done for a specific purpose
o Personal motivations for research and a preferred direction for the research can or
cannot take second place relative to the needs and motivations of the funding
agency.
- There is one best position from which to observe human behaviour
o Another assumption is that some aspects of a question are more important to look
at than others and, related, that there is one best standpoint from which to observe
human communication; actually, if you take human interaction as an example, you
see that observing only the receiver is not enough to draw conclusions from.
Two Worldviews:
Worldview 1: sees human behaviour as predictable, objectively measurable, and
generalizable. This emphasis on measurement and generalization is called a nomothetic
approach
Worldview 2: sees human behaviour as individualistic, unpredictable, and subjective.
Research based on these assumptions attempts to describe and assess the subjectivity and
individuality of human communication, rather than aiming to discover universal laws. This
emphasis on individual understanding is called an idiographic approach.
,Rhetoricians are interested in the appeals or persuasive tactics used to persuade an audience
to adopt the behaviour. Rhetorical approaches to researching are essentially qualitative; they
analyse the use of language.
Content analysis is primarily a quantitative method for assessing media content. A content
analyst looks for what is explicit and observable; the researcher may look as much for what is
implicit or unsaid.
These assumptions are related to major research decisions:
o Wide or narrow field of study?
o Should the researcher be dispassionate or involved?
o Objective or subjective approach?
o Is the sample large or small?
o The data quantitative or qualitative?
o Is your perspective based on your questions or your participants’ answers?
Major approaches to communication research:
1. Empirical: observe, measure from researcher’s perspective, often quantitative
2. Interpretive: observe, interpret from participants’ perspectives, often qualitative
3. Critical theory: ask whose interests are advanced by communication, assumption that
communication maintains and promotes power structures in society
Chapter 3: Ethics
Key principles of ethics:
1. Honesty
2. Scrupulousness
3. Transparency
4. Independence
5. Responsibility
, Ethical key points of research:
1. Do no harm.
2. Inform participants about the research (information form).
3. Get informed consent from participants (consent form).
4. Participation should always be voluntary.
5. Participants can leave at any time (and their data deleted).
6. Participants are debriefed afterwards (mostly in cases of deception)
7. Participants data is (pseudo)anonymized and confidential.
8. Researchers are credited where appropriate.
9. Methods are fully and accurately reported.
10. Clarity about data storage and sharing (data management plan)
The peer review process:
Classic ethical positions:
- The Judeo-Christian ethic of doing unto others as you would have others do to you or,
conversely, not doing to others what is hurtful to you suggests a very simple test of ethical
behaviour.
- Categorical imperative from Kant: a behaviour is valid if you are willing to see it
applied as a universal rule
- Principle of utilitarianism argues for the greatest good for the greatest number; suggests
that a research design which may hurt a minority of people is justified if there is an
overall greater good.
- Veil of ignorance approach asks us to take a dispassionate perspective, reviewing all
sides of a decision equally (as in wearing a veil that blinds us to information about
ourselves that might cloud our judgement; you act as if you are not a participant nor a
researcher).
Codes of ethics:
- The Nuremberg Code (1948): Research subjects must consent to the research in which
they are involved and that the benefits of the research must outweigh the risks.
- The Declaration of Helsinki (1964): emphasizes that research protocols must be
reviewed by an independent committee prior to the research; that informed consent must
