2 Desk Research Provide overview information for planning Draw conclusions from the contextsPredict the trendsConceptualize messages and materialsStrategies to penetrate target groups
3 How to desk research Semiotic Literature Analysis Reviews: Contexts Conceptualizemessagesand materialsProvide overview information for planningSemioticAnalysisLiteratureReviews:ContextsResearchQuestionsStrategies topenetratetarget groupTheories
4 A research findingLaughing for minutes a day for the whole year can help you lose 2 Kgs.
5 How to desk research Literature reviews Theoretical frameworks/strategiesResearch questionsSemiotic analysis
6 Provide overview information for planning Literature reviewsTheories
7 Literature reviews (ทบทวนวรรณกรรม) Contexts Details about products, services, or practicesEconomic background informationMarket size and trendsCompetitors’ information
8 Example Q: Who is interested in weight loss? A: Women Opinions or proven facts?Past findings sound logical?Any conflicting data from other research?
9 Where to find information? Industry expertsInternal documentsGovernment stat.Marketing reportsAnnual reportsThe press/Mass mediaNewspapersTV (Advertisements)RadioMagazine articlesText booksEncyclopaediaDictionariesAcademic JournalsArticles, References in the articles
10 How to use research materials Develop argument from past worksResearch library and internetDevelop research outline to guide your literature review
11 Types of information from past works Opinions or facts?Past findings sound logical?Any conflicting data from other research?
12 Research library and internet Definitions of key concepts and variablesHow key concepts and variables have been measured and studiedClassic research studiesMethodologies usedLimitation of past research
13 Women care about their weight more than men Definitions of key concepts and variablesHow key concepts and variables have been measured and studiedClassic research studiesMethodologies usedLimitation of past research
14 Develop research outline to guide your literature review DefinitionOperation definitionConceptual definitionResearch articlesSupporting materials for your arguments
16 Operational definitions (คำนิยามตามการทำงาน) From surgery! Doctors call for tools/assistance!Describe what to be observed by specifying what researchers must do to make observations. (บอกถึงสิ่งที่จะต้องสังเกต และสิ่งที่นักวิจัยต้องทำ)
17 Operational definitions Forms of operational definitionsManipulated independent variables (Causes-เหตุ)Measured/assigned variables (Uncontrollable - Gender: ไม่สามารถควบคุมได้/เพศ)Direct classification (describe specific act in details - A forced kiss = ? p. 70)
18 Women care about their weight more than men Gender roles of womenHealth personnel in the familyConsumption of sign (Jean Baudrillard)Model figuresFat figure as a kind of deformityFashionMedia effectsWe learn about the “right” figure from mediaBeauty pageantFashion ChannelActors/actressesNews coverage on obesity
19 Organizing Literture Review Summary Strategy - วิธีเรียบเรียงวรรณกรรมงานวิจัยKnown to unknownInductiveDeductiveProblem-solutionChronologicalTopical
20 Known to unknown จากสิ่งที่รู้ไปหาคำถาม Certain advertisements stick in the heads of the audience more than others. Why?
21 Inductive จัดกลุ่มข้อมูลจากผลงานวิจัยที่ผ่านมาในอดีต Women are very careful to the amount of food they eat.It appears that most aerobic exercise group members consist of women.30% of single middle class women who work in the city go to SPA.Women cares for their health
22 Deductive จากทฤษฎีไปสู่การหาข้อมูล Social learning theory reminds us that children learn from their role models. These role models could range from their parents to media personalities.
23 Problem-solution จากปัญหาสู่คำตอบจากงานวิจัย Why do rumors travel faster than other kind of news?Rumors spread through informal communication channel.People pass the rumors to check out whether others have similar information.Internet can diffuse the news globally.