As a consumer, you should be able to - Identify differences between informal, personal research and formal, scholarly research
- Explain the use of research in your role as a consumer
- Identify opportunities for which research reports would be helpful
- Seek the answers to questions by consulting research reports
- Ask appropriate questions to identify the author or source of published or distributed research reports
As a researcher, you should be able to - Identify ways in which communication research could enhance your professional life
- Explain the goals of research
- Explain the relationship of research and theory
- Differentiate among the characteristics of science
- Explain communication research as a social science
- Explain the law of the hammer
- Describe the differences among questions of fact, variable relations, value, and policy
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2001 McGraw-Hill Higher Education