School of Communication, Information and Library Studies

Modes of Observation

Methods of Inquiry Syllabus:514

Gustav W. Friedrich

1. Experiments
A. Features: (1) Independent and Dependent Variables; (2) Pre-tests and Post-tests; (3) Treatment Groups and Control Groups; (4) Random Assignment or Matching of Subjects.
B. Goals: (1) Interpretability (Internal Validity) and (2) Generalizability (External Validity)

2. Survey Research
A. Questionnaire Construction: (1) Clear and Unbiased Questions; (2) Clear and Motivating Questionnaire.
B. Sample Selection: (1) Simple Random; (2) Systematic; (3) Stratified; (4) Cluster.
C. Data Collection: (1) Self-Administered; (2) Interview Survey; (3) Telephone Survey.

3. Field (Ethnographic) Research
A. Focus: meanings of participants in context: practices, episodes, encounters, role, relationships, groups, organizations, settlements.
B. Researcher as Instrument: (1) Complete Participant; (2) Participant-as-Observer; (3) Observer-as-Participant; (4) Complete Observer.
C. Field Journal and Research Files

4. Unobtrusive (Nonreactive) Research
A. Content Analysis
1) Topics: "Who says what, to whom, why, how, and with what effect?" for any form of communication.
2) Sampling and Coding: (1) manifest and latent content; (2) creating code categories; (3) counting and record keeping.
B. Analyzing Existing Statistics
1) Problems of Units of Analysis (ecological fallacy)
2) Problems of Reliability and Validity (logical reasoning and replication)
C. Historical/Comparative Analysis
1) External and Internal Criticism: Authenticity and Credibility
2) Historiography.
D. Meta-Analysis
1. Statistical procedures used to summarize and integrate many empirical studies that focus on one issue.
2. Gene Glass (1977).

5. Evaluation Research
A. A purpose rather than a method (evaluating social interventions).
B. Logistical and Ethical Issues.
C. Social Indicators Research and Computer Simulations.

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