Communication Research: Techniques, Methods and Applications
Approaches to conducting advertising, mass-media audiences, and mass-media efficiency research in organizational and development contexts are detailed in this reference. Among the topics covered are qualitative and quantitative approaches to research methodology, the steps involved in the research process, data collection, and the procedures used in applying a research design and interpreting research data. Designed to accommodate a variety of learning styles, this book imparts the framework in which to acquire and develop research, problem solving, and communication skills, and basic individual, moral, and ethical values.
What people are saying - Write a review
We haven't found any reviews in the usual places.
QUANTITATIVE AND QUALITATIVE APPROACHES
STEPS IN THE RESEARCH PROCESS
SAMPLING MEASURING QUESTIONING
PROCEDURES FOLLOWED WHEN APPLYING A RESEARCH DESIGN
RESEARCH OF ADVERTISING MASSMEDIA AUDIENCES
UNITS ORGANISATIONAL AND DEVELOPMENT COMMUNICATION RESEARCH
advertisement affirmative action and/or applied asked assumptions audience behaviour broadcast campaign characteristics collecting data communication research concepts conducting consumers content analysis criteria effectiveness employees evaluation example experimental external validity focus-group interviews formulated goals hypotheses identify independent variable individuals investigate involved isiZulu learning outcomes level of measurement Likert scale M-Net mass media means measuring instrument messages methods and techniques newspaper nonprobability sample objective observations open-ended questions organisation organisation's participation participatory participatory action research particular population parameters portfolio tasks pre-coded procedures quantitative radio random sample ratings Readability Ease reliability research design research methods research problem research process research questions research study respondents sampling frame scores selected self-administered questionnaire Self-evaluation and portfolio semantic differential scale simple random sample social South Africa specific statements statistical strategy subjects subproblems survey television programmes theoretical tion units of analysis