Page 113 - Comparing Political Communication Theories, Cases, and Challenge

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Designs and Methods of Research

(5) Pretheoretical research strategy with context factors: This strat-
egy identifies a rather loose and minor theoretical guideline
due to its focus on descriptive and exploratory research ques-
tions. In general, it is imperative that the focus integrates a huge
number of context factors in order to allow the researchers to
create broad-based results. During data analysis and interpreta-
tion, the inductive approach is a means to theory development
and/or the connection to previously existing theories. While
the advantage of this research strategy is its substantial open-
mindedness, there is a reasonable risk of implicitly sliding into
an atheoretical description (cf. type 7 and 8).
(6) Pretheoretical research strategy without context factors: If the in-
tegration of context factors is abandoned in a pretheoretical
strategy, the openness will be reduced to an absolute minimum.
(7/8) Completely atheoretical research can only lead to trivial conclu-
sions – with or without contextual factors. The results will likely
be limited by the description of empirical similarities and/or
differences between the cultures or nations under examination.

THE RESEARCH DESIGN OF INTERNATIONAL
COMPARISONS
Level- and Structure-Oriented Questions
In conceiving an internationally comparative study, research ques-
tions must be examined in light of the implications they have for
methodology. Van de Vijver and Leung (1996; 1997) distinguish be-
tween two types of questions: structure-oriented questions, which are
mostly interested in the relationship between certain variables, and level-
oriented questions, which focus on the parameter values. If, for example,
a knowledge-gap study analyzes the relationship between the knowledge
gained from television news by high and low socioeconomic status (SES)
in the United Kingdom and the United States, the question is structure
oriented, because the focus is on a national relationship (of knowledge
indices) and the average gain of knowledge is not taken into account.
Usually, structure-oriented data require analyses of correlation or re-
gression. If the main interest of the study is a comparison of the average
gain of knowledge of low SES in the United Kingdom and the United
States, the research question is level oriented, because the knowledge
indices of the two nations are to be compared. In this case, one would
most probably use analyses of variance.

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