Introduction
Short notes on key research concepts help clarify their meaning and importance in communication research. Below are concise explanations of four important terms from the list provided in the MJM-031 assignment.
a. Scales of Measurement
Scales of measurement refer to the different ways variables are quantified in research. There are four main types: nominal, ordinal, interval, and ratio scales. Nominal scales classify data into categories (e.g., gender, religion). Ordinal scales show order or rank (e.g., class ranking). Interval scales measure distances between values but lack a true zero (e.g., temperature in Celsius). Ratio scales have all the features of interval scales plus a meaningful zero (e.g., age, income). Choosing the right scale helps determine which statistical methods can be used for analysis.
b. Research Paradigms
Research paradigms are the worldviews or frameworks that guide how research is conducted. The three main paradigms are positivism, interpretivism, and critical theory. Positivism relies on objective observation and quantitative methods. Interpretivism focuses on understanding human behavior through qualitative approaches. Critical theory aims to challenge social injustices through research. The choice of paradigm influences the research design, data collection, and analysis techniques. Each paradigm offers different perspectives and is suited to different types of questions and objectives.
c. Pilot Study
A pilot study is a small-scale version of a research project conducted before the main study. It helps test the research design, methods, and tools like questionnaires or interview questions. The goal is to identify any problems or errors so they can be corrected in the full study. For example, a pilot study may reveal that certain survey questions are unclear or too long. By making adjustments, the researcher ensures that the actual research goes smoothly. It also helps estimate the time, cost, and resources needed for the main project.
d. Primary and Secondary Data
Primary data is information collected directly by the researcher through methods like interviews, surveys, and observations. It is original, specific to the research question, and usually more accurate. Secondary data is information that has already been collected and published by others, such as books, articles, reports, or government statistics. While primary data is more reliable, secondary data is cost-effective and easier to access. Often, researchers use both types for a well-rounded study. For example, a communication researcher might survey people (primary) and also refer to previous media reports (secondary).
Conclusion
Understanding concepts like scales of measurement, research paradigms, pilot studies, and data types is essential for effective research in communication and media. These tools and ideas help researchers plan, collect, and analyze data accurately to reach valid conclusions.