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Comps Essay on Communication Research Methods

ECU Fall 2019

Research

Communication researchers logically study symbols, signs, messages, and

communication processes. Communication research uses research reviews of previous scholarly

works to analyze gaps that need further observation and study. Quantitative research methods

present findings based on numerical data, while qualitative studies present findings non-

numerically. Designing communication is a seven step process including: selecting a topic,

conducting a review of existing study on the topic, considering the purpose, picking a unit of

analysis, creating a research question, formulating research design, and developing a research

proposal (Baxter & Babbie, 2004, p. 44). Critical reflection and discussion on the results of the

inquiry are important to communication research.

There are four social science perspectives that are generally used in communication

research (p. 47). Positivism assumes that we can determine communication through objectively

watching the cause and effect at play. The systems approach seeks to figure out what role each

element plays in the overall system of communication. The interpretive paradigm wonders why

humans are propelled to act a certain way. The critical perspective believes that reflection not

observation is the key to gaining knowledge (p. 62). It is not the data that drives knowledge but

critical reflection of the data that drives knowledge in the critical paradigm. In all

communication research, the ethical perspective should be considered. Is the impact of the

research true, fair, correctly attributed and safe for all parties? If the answer is no to any of these

questions, the purpose of the research must be questioned.

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Health Research Study

Having been hired by a health clinic to complete a research study on the patient

satisfaction of the clinic’s providers, I would use a quantitative survey to collect patient data as

they check out of their appointment. The goal of the study will be to find the percent satisfaction

in the doctor, physician assistant, or nurse practitioner. Patients will complete a survey with ten

quick questions on a digital device at the time of check out. The study sample will be all patients

who visit the health clinic over the course of a 60 day period.

The digital device will provide each patient the survey using a google form the check out

attendant initiates. The results from the Google form will automatically feed into a google

spreadsheet. The check out attendant will copy and paste the patient’s name, age and gender

from their check out info, while it is up on their computer, into the survey’s google spreadsheet.

This will allow the office manager to use good customer service and reach out to any patients

that indicate a negative experience that may warrant an apology. Recruiting the participants by

having the check out person offer them the survey while they are still waiting on their final

receipt and checkout, will increase the likelihood that the survey will be completed. The

information collected will be fresh on the participants mind and the culture of a doctors office is

that you must complete all the documents that you are handed in order to receive service. So

without saying as much, the check out attendant will be able to obtain a high completion rate of

the provider survey.

Quantitative Survey

The questions will come from a patient survey created by the Medical Group

Management Association (MGMA). Patients will rate seven elements of provider service with
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the following Likert scale: excellent, very good, good, fair, poor and does not apply. The

elements to be rated are as follows: 1) Willingness to listen carefully to you, 2) Taking time to

answer your questions, 3) Amount of time spent with you, 4) Explaining things in a way you

could understand, 5) Instructions regarding medication/follow-up care, 6) The thoroughness of

the examination, and 7) Advice given to you on ways to stay healthy (Sullivan & Luallin, 2007).

The eighth question is a yes or no multiple choice asking, would you recommend the provider to

others? The 9th and 10th questions are open ended and optional for completing the survey. The

9th item on the survey says, if there is any way we can improve our services to you, please tell us

about it. The 10th survey item says, what do you like most about this provider.

Having only ten simply stated survey questions will help with clarity, respondent

competence to answer, and respondent willingness to answer (Baxter & Babbie, 2004). Using

the nonprobability sampling technique of convenience sampling over the course of two months

will provide an adequate sized sampling unit. The mode of administration will be self-

administered while the check out attendant is closing the patients file. The health clinic might

decide to do a follow-up study with a certain segment of the respondents. Perhaps the study will

take the results evaluate, make some changes, then redo the study in the future to see if they were

able to improve areas of weakness.

Considering Qualitative and Quantitative Methods

A qualitative study might have used observation or focus groups to collect data. Privacy

is a big concern in the health industry. It is likely not an option to have an extra unknown person

in the mix to observe the physician while discussing a patient’s personal health issues.
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Additionally, observing behavior and documenting a narrative about the practitioner is not cost

effective and would likely make the physician feel uncomfortable as well. Generally,

“qualitative researchers start the research process using inductive reasoning that begins with

specific observations” as an indicator for trends or patterns (Baxter & Babbie, 2004, p. 25). If a

leader at the health clinic has observed trends at the clinic, their qualitative data might help focus

questions to better address the conditions of concern at the clinic. Even if a qualitative study is

not the best option for finding provider satisfaction, qualitative observation and discussion could

help create good quantitative survey questions and play into next steps on how to proceed with

the study results.

Qualitative reports can take on three different forms: realist, confessional and

impressionist (p. 26-27). The realist tale is straight observation that hopes to mirror reality. In

true objective form, the realist tale is delivered in third person. The subjects being observed are

quoted and described in detail, but the overwhelming tone is the clinical perspective of the

researcher explaining how theories can be applied to the realist tale (p. 26). The confessional

tale is written in first person by the researcher (p. 26). The emotion and personal reflection of

the researcher is included in the confessional tale. The impressionist tale is a dramatic narrative

with a storyline and well-rounded characters with names (p. 27). While considering using these

qualitative approaches in a business setting seems unlikely, consumer habits are studied for

business by using ethnography and qualitative study.

The process of communication research was discussed beautifully by Lee Thayer, who

said, “We have endeavored to make of communication a ‘scientific’ study, or a study of mere

instrumentalities. But communication is not just something that people do; it is that process in

which we have our humanity- whatever and however the shall be” (Thayer, 1982, p. 27). This is
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a great reminder for scholars feeling the stress of chasing data, visualizing complex

communication processes and adhering perfectly to the scientific method. I agree with Thayer

who feels that human nature is at the heart of communication theory. When our best practices

are stripped away, the purpose of communication research methods is to better know ourselves.

In my time learning about communication research methods, communication systems

have come alive for me, clearly functioning in my social network, place of employment,

consumed media channels and more. I am observing my own communication patterns with

others. As a communication practitioner, I have felt a fire of curiosity to explore communication

patterns at work and hopefully one day on a community college campus where I might teach

communications. Communication research pushes us not only to know ourselves better as

Thayer points out, but that there is always more to learn about human nature.

References

Baxter, L. A., & Babbie, E. R. (2004). The basics of communication research. Belmont, CA:

Wadsworth/Thomson Learning.

Sullivan, K., & Luallin, M. (2007). Star-Studded Service: 6 Steps to Winning Patient

Satisfaction. Medical Group Management Association/Center for Research in

Ambulatory Health Care Administration.

Thayer, L. (1982). What Would a Theory of Communication Be For? Journal of Applied

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Communication Research, 10(1), 21. https://doi.org/10.1080/00909888209365209