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1
Research Methods in AD/PR
COMM 420Section 8
Tuesday / Thursday 3:35 pm -5:30 pm
143 Stuckeman Nan Yu
2007 Fall_COMM 420_Week 2(2) @ NY
Correction
Hocking, J. E., Stacks, D. W., & McDermott, S. T. (2003). Communication Research, 3rd ed. Boston, MA: Allyn and Bacon.
Please change the reference on your syllabus.
2
Group Topics
Five groups 1. Mellisa Chen (hometown; perception of race) 2. Han Ma (communication; strength of friendship) 3. Robert Corrado (sports; music) 4. Ashlyn Holsinger (professor-student communication,
academic performance) 5. Carli Clay (MTV, self-body image)
Each group should have 4-5 people.
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Obtaining Information Why we need to start from here?
We need to review what other researchers have discovered around the topic that we are interested in.
We need to understand the procedure that other researchers have used.
We need to know whether there are potentials that we can further investigate a question or make the previous research better.
We need to justify that our research has values – advancing theories, gaining knowledge, or improving the general understanding of human behaviors.
2007 Fall_COMM 420_Week 2(2) @ NY
Sources of Information (p.85)
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Books,Periodicals,TV,Music,Movie,Web,Emails,Conversations,…...
Computers and Internet have integrated all types of information and make them easier to be found.
2007 Fall_COMM 420_Week 2(2) @ NY
Electronic Sources: A two-edged sword
Advantage Allow us to access more information
than ever before. more efficient
Disadvantage explosion of information credibility?
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Before we start…
Parameters -- decide the boundaries of the search. Choose your “key words” (issue/theory-
related). Parameters may change.
Be critical with the sources of the information. Books Journals (p.88) News (magazine, newsletter, newspaper) 7
Credibility of the Sources (p.97) Content
Relevance Quality
Authority: reputable sources Publisher Books and journals For factual information, news or
official statistical reports are helpful.
Library Tour
Books – Library News -- LexisNexis Journal Articles
Most of the journal articles can be accessed at the PSU library and its database.
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Click “Get it @ Penn State”
12This function only works for computers that are logged in with your PSU id.
Communication-related Database
Web of Science (citation links) Communication & Mass Media
Complete Communication Abstracts LexisNexis Academic
http://www.libraries.psu.edu/eres/PSU_azlist.html#azlist
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If you know an article and you want to locate it.
Trappy III, R. J., & Woodside, A. G. (2005). Consumer responses to interactive advertising campaigns coupling short-message-service direct marketing and TV commercials . Journal of Advertising Research, 45 (4), 382-401 .
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Literature Review (p.100) Identify previous significant studies in
your area of investigation. Review related theories and results Generate your own questions. Provide a background of why this area
is worth studying. Two examples of journal articles on
ANGEL. (Read the sections of Literature Review)
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2007 Fall_COMM 420_Week 2(2) @ NY
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In-class exercise Start looking for materials that are
related to your topic. Each group member at least find THREE
articles. Organize your sources with APA style. Upload your findings to the Drop Box
(find your group) on ANGEL. The materials that you find during class
could also be included in the Annotated Bibliography.