Chapter 2: Desk Research

Desk Research Provide overview information for planning Draw conclusions from the contexts Predict the trends Conceptualize messages and materials Strategies to penetrate target groups

How to desk research Semiotic Literature Analysis Reviews: Contexts Conceptualize messages and materials Provide overview information for planning Semiotic Analysis Literature Reviews: Contexts Research Questions Strategies to penetrate target group Theories

A research finding Laughing for 10-15 minutes a day for the whole year can help you lose 2 Kgs.

How to desk research Literature reviews Theoretical frameworks/strategies Research questions Semiotic analysis

Provide overview information for planning Literature reviews Theories

Literature reviews (ทบทวนวรรณกรรม) Contexts Details about products, services, or practices Economic background information Market size and trends Competitors’ information

Example Q: Who is interested in weight loss? A: Women Opinions or proven facts? Past findings sound logical? Any conflicting data from other research?

Where to find information? Industry experts Internal documents Government stat. Marketing reports Annual reports The press/Mass media Newspapers TV (Advertisements) Radio Magazine articles Text books Encyclopaedia Dictionaries Academic Journals Articles, References in the articles

How to use research materials Develop argument from past works Research library and internet Develop research outline to guide your literature review

Types of information from past works Opinions or facts? Past findings sound logical? Any conflicting data from other research?

Research library and internet Definitions of key concepts and variables How key concepts and variables have been measured and studied Classic research studies Methodologies used Limitation of past research

Women care about their weight more than men Definitions of key concepts and variables How key concepts and variables have been measured and studied Classic research studies Methodologies used Limitation of past research

Develop research outline to guide your literature review Definition Operation definition Conceptual definition Research articles Supporting materials for your arguments

Conceptual definitions (คำนิยามตามแนวคิด) Dictionary, textbooks, specialized dictionaries

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)

Operational definitions Forms of operational definitions Manipulated independent variables (Causes-เหตุ) Measured/assigned variables (Uncontrollable - Gender: ไม่สามารถควบคุมได้/เพศ) Direct classification (describe specific act in details - A forced kiss = ? p. 70)

Women care about their weight more than men Gender roles of women Health personnel in the family Consumption of sign (Jean Baudrillard) Model figures Fat figure as a kind of deformity Fashion Media effects We learn about the “right” figure from media Beauty pageant Fashion Channel Actors/actresses News coverage on obesity

Organizing Literture Review Summary Strategy - วิธีเรียบเรียงวรรณกรรมงานวิจัย Known to unknown Inductive Deductive Problem-solution Chronological Topical

Known to unknown จากสิ่งที่รู้ไปหาคำถาม Certain advertisements stick in the heads of the audience more than others. Why?

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

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.

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.

Chronological ตามลำดับเหตุการณ์ที่เกิด 1995 1996 1998 2001 2003

Topical จัดกลุ่มตามประเด็นที่อ้างอิงถึง Knowledge Attitudes Behaviors