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ERIC Number: ED261368
Record Type: Non-Journal
Publication Date: 1985-Aug-5
Pages: 24
Abstractor: N/A
Reference Count: N/A
Avoiding "Methodolatry" in Mass Communication Research: A Call for Multimethod Triangulation.
Zerbinos, Eugenia
Surveys, content analyses, and laboratory experiment/judgment task strategies continue to be the dominant research methods used in mass communication research. Some researchers, however, are advocating method triangulation--the use of at least two and as many as five methods within the same study. A manual and computer search of several databases for studies using multiple methods in mass communication research produced disappointing results. It would appear that even though many researchers have been urging the use of multiple methods, few researchers seem to be heeding the advice. Some may argue that multimethod studies are impractical since a study that uses several methods including qualitative strategies would be difficult to replicate. Nevertheless, if such studies do, indeed, increase confidence in the results or point to directions for further research, then they are worth the time, effort, and expense. As researchers look for ways to improve research designs and thereby build a meaningful and comprehensive body of literature, they should consider how combining methods can contribute to a better understanding of mass communication. (HOD)
Publication Type: Opinion Papers; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A