The Use of Scientific Research Tools in Quantitative and Qualitative Research in Media and Communication Sciences

Abstract

Research in media and communication sciences relies on a set of tools widely used in scholarly articles, academic books, and theses. Empirical, or quantitative, research depends on numerical data, statistics, percentages, and related measures, whereas qualitative research depends on reading, analysis, and reasoned interpretation. The principal tools used in these approaches are scientific observation, the research interview, the questionnaire, and content analysis. This article examines each tool in terms of its definition, characteristics, distinctive features, significance and objectives, procedures, advantages, and disadvantages.