Communication Research Method Matrix

Name of method

Description of method

When method is used

Triangulation

Increases the credibility of research as well as the quality.

To work past bias, prejudice or single method, single person research can cause.

Quantitative

Study using empirical evidence. Numbers, statistics, etc.

Best when determining something that needs no emotion involved or when establishing a base line from which to begin other research.

Qualitative

Aims to answer “what” and “why” more than how many.

When in depth information is needed, or when trying to measure the reasoning behind choices more than the choices themselves.

Surveys

Data can be collected from a large number of participants with little preparation and cost. Questions typically have yes/no or multiple choice options.

Good when trying to determine the choice a group would make or the desires of a group or people or organization. Elections are based on survey methods.

Experimentation

Information can be gathered from multiple sources, much trial and error should be expected. Specific answers may be found through multiple means.

Scientific theory and hypothesis is best answered through experimentation, or when comparing two or more items against one another.

Depth interview

Typically what we think of when a person is interviewed in print or on television. Information gathered typically only pertains to the interviewee(s) and cannot be assumed for others.

Appropriate when specific person(s) are being studied or as part of a large study on a group of persons in which certain aspects are being questioned. i.e. why a group prefers one thing over another.

Ethnography

Qualitative method in which a person must pay particular attention to the language used so as to interpret information gathered.

Research across different socio-economic and cultural groups is best completed using ethnography.

Textual analysis

Content analysis of written text, websites, recorded works, etc. Included qualitative and quantitative methods.

Useful in testing hypothesis, building theory, determining where a written work comes from or why word choice is used.