Chapter Summary

This chapter introduces some of the many ways communication scholars think about research, their main interest areas and some of their research methods. It will help with the sometimes difficult process of getting started and getting focused on a research project. The chapter shows with examples of everyday campus conversations that that we are surrounded, if not constituted, by communication activity and therefore by potential research topics.

The examples of advertising research demonstrate the multiple paths that one might take to understanding communication phenomena. The chapter introduces some of the assumptions and decisions that every researcher makes, consciously or unconsciously, with respect to theoretical stance, field of study and sampling and reporting. It introduces a basic model of research as problem posing, problem solving and peer persuasion.

Chapter Objectives

This chapter will help you:

• Identify several basic assumptions behind human communication research.
• Identify several research questions that might be asked about advertising content.
• Describe some of the initial, unavoidable decisions required when planning communication research.
• Explain the “3Ps” model of research.