Content analysis, survey, experiment 4. It is not just the movement between the concepts or theories that make generalizations and specific real-world observations that test characterize science. It is the manner of testing theories in a way that allows them to be falsified if they are wrong. It is the testing of theories that is the hallmark of science. To try to develop objectivity, it is preferred that these tests rely on measurement .
Communication is a field that relies on a variety of research methods.
Each method has its own strengths and weaknesses. Where practical, it is often advisable to use a variety of research methods to compare results. Even conflicting results can provide useful information. When measurements and other numerical data are used, statistical techniques are used to examine the size of observed differences. Because there is usually variability in the underlying phenomenon as well as error in measurement, statistics allow scientists to calculate how large the observed difference in the sample is.