37 Mixed Methods in Communication Research

Mixed Methods in Communication Research

Many communication researchers use a combination of both quantitative and qualitative methods to gain a more comprehensive understanding of their research questions. For example, a study might use surveys to gather broad quantitative data and follow up with interviews to explore the findings in more depth. In interpersonal communication research, a study might use surveys to gather broad quantitative data on communication satisfaction and follow up with interviews to explore the findings in more depth.

By using both methods, communication researchers can obtain a richer, more nuanced understanding of how communication works and its impact on society.

Example Applications

• Relationship Dynamics: Quantitative surveys might assess the impact of communication behaviors on relationship satisfaction, while qualitative interviews explore the nuances of these behaviors in everyday interactions.
• Health Communication: Quantitative surveys could assess the effectiveness of a public health campaign, while qualitative interviews provide insights into how different audiences perceive and respond to the campaign messages.
• Media Effects: Quantitative methods might measure the impact of violent media on aggression, while qualitative methods explore how individuals interpret and make sense of violent content.
• Conflict Resolution: Quantitative methods might measure the effectiveness of different conflict resolution strategies, while qualitative methods explore how individuals perceive and experience these strategies.
• Non-Verbal Communication: Quantitative studies could analyze the impact of non-verbal cues on communication effectiveness, while qualitative research provides insights into how these cues are interpreted in different contexts.

Mixed Methods Research Designs in JARS-Mixed: An In-depth Look

The JARs chapter, particularly the excerpt titled “Mixed methods research design (JARS–Mixed)”, offers valuable insights into reporting standards for mixed methods research within the framework of JARS-Mixed. While the JARs chapter doesn’t present an exhaustive list of specific research designs, they emphasize the importance of comprehensively reporting the chosen mixed methods design, the rationale for its selection, and any adaptations made during the study.

Let’s break down the key information from the JARs chapter:

• No Generic Mixed Methods Design: The JARs chapter underscores that there isn’t a single, universally applicable mixed methods design. Instead, researchers can choose from a variety of designs, adapting them to align with their research questions and the specific contexts of their studies.
• Basic Core Designs: The JARs chapter points to three fundamental mixed methods designs:
  • Convergent Design: In this design, researchers collect both qualitative and quantitative data concurrently. The findings from both strands are then integrated to provide a more comprehensive understanding of the phenomenon under study.
  • Explanatory Sequential Design: This design involves two distinct phases. First, quantitative data are collected and analyzed. Then, qualitative data are collected to help explain or interpret the quantitative findings.
  • Exploratory Sequential Design: This design also has two phases, but the order is reversed. Researchers begin by collecting and analyzing qualitative data. These findings then inform the development of quantitative instruments or measures, which are used in the second phase.
• Flexibility and Adaptations: The JARs chapter emphasizes that these core designs can be expanded or modified to fit the specific needs of a study. For instance, researchers might integrate elements of longitudinal designs, experimental manipulations, or theoretical frameworks into their mixed methods studies.
• Justifying the Mixed Methods Approach: A crucial aspect of reporting mixed methods research is clearly articulating why this approach is the most suitable for addressing the research questions. Researchers should explain the added value of combining qualitative and quantitative data, showing how this integration leads to a deeper understanding than either approach alone.

The JARs chapter provide specific guidance on reporting various aspects of mixed methods research, including:

• Title: The title should reflect both the qualitative and quantitative aspects of the study, but avoid using terms overly associated with one approach.
• Abstract: The abstract should clearly state the mixed methods design used, types of data sources, analytic strategies, main findings, and implications.
• Introduction: The introduction should establish the need for a mixed methods approach by highlighting gaps in the existing literature that necessitate both qualitative and quantitative data.
• Method: This section should include a research design overview, participant sampling or selection, data collection procedures, data analysis strategies, and a discussion of validity, reliability, and methodological integrity.
• Findings/Results: The presentation of findings should mirror the sequence of the mixed methods design, with sections dedicated to qualitative findings, quantitative results, and integrated mixed methods results.
• Discussion: This section should interpret the integrated findings, discuss the implications for theory and practice, and reflect on the overall strengths and limitations of the study.

By adhering to these reporting standards, researchers can enhance the transparency, rigor, and impact of their mixed methods research.