Research Methodology in Communication: Review and Commentary

Abstract

While most reviews of methodology and research in communication have not failed to recognize the importance of theory to guide research, such calls for “more theory” are useless and even misleading unless pragmatic direction can be offered to guide theory construction efforts. Formal modeling techniques are suggested as one set of logics useful to aid the construction of small theories. Since there are good reasons to view research methods as the servant of theory, then research design, measurement, and analysis should be treated within the perspective of the model or theory which makes it relevant. Accordingly several recent and continuing trends in theoretical approaches to communication are isolated and the more obvious methodological implications of each explored.