By. HUGHO DEOGRATIUS BAPRM 42560

What is research?

Now that our attention has turned to research as the most acceptable and scientific method of searching for knowledge, it is utterly important that we analyze what this scientific method is all about. Leedy and Ormord (2010) attempt this concept by mounting it into a systematic process of collecting, analyzing and interpreting data for the purpose of expanding our understanding on particular phenomena or subjects of our interests and solving real life problems.

There are 3 key elements that we can identify from this definition, these are;

i. Research as a systematic process of data collection

As a systematic process, research follows certain logical steps and principles that are agreed by social scientists in arriving at the truth we are searching for: scientific process.

ii. Analysis of data

Collecting data is not enough, but data have to be cleaned, be well summarized, be organized and clearly presented in such a way that they make sense. Research does not require piles of information.

iii. Interpretation of data

As another element in our definition, interpretation of data implies that, researcher has to explain the meaning of the data they have presented. Ultimately, data have to be translated so that they are understood and knowledge is obtained.

Basic Characteristics of a Good Research

i. Originating from question/problem

Researches begin and thus originate from

unanswered questions and unresolved problems .

These are gaps and puzzles of knowledge related to our academic pursuit and real life problems . In that case, as students and human beings, we are to take interests in asking questions about both academic and real matters . For example,

a. How does a PR Manager facilitate Marketing activities?

b. How do PR students make use of social media?

c. Why are there so many street children?

d. Why are PR students so afraid of conducting research?

Let us have critical and inquisitive minds: questioning minds by which we can keep searching for the truth instead of relying on unproven assumptions . Additionally, the world around us is full of unresolved problems; these can be sources for conducting researches when we start questioning about their existence and how they can be resolved.

ii. Division of a principle problem/question into more manageable sub-problems

Having a principal problem/question is not always enough, research requires that one divides it further into sub-problems so that it becomes easy for them to answer or resolve it . Take an example of a research in which one’s problem/question is about ‘how do PR students make use of social media’ This question/problem seems to be associated with other small problems such as: -

a. What factors influence PR students to use social media?

b. What type of social media do PR students prefer to use?

c. How do social media affect PR students?

d. For how long have PR students been using social media?

iii. Critical assumptions/expectations

Research is also characterized by providing

Critical assumptions in the sense that, a researcher may provide valid conditions through which they anticipate that certain phenomena are happening and thus it is possible to conduct a particular research. Assumptions are, therefore, the assurances that something is happening or is out there, and that it is possible to do a research.

For example, in the study of ‘how PR students make use of social media’, before going for data collection, one may assume/expect that: -

a. PR students make use of social media

b. Social media play an important role in social and academic lives of PR students.

It is important to understand research it can help in understanding the corporate communication in digital age