Communication Research: Techniques, Methods and Applications

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Juta and Company Ltd, 2001 - Social Science - 379 pages
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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.
 

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Contents

Foreword
8
QUANTITATIVE AND QUALITATIVE APPROACHES
15
STEPS IN THE RESEARCH PROCESS
44
SAMPLING MEASURING QUESTIONING
99
PROCEDURES FOLLOWED WHEN APPLYING A RESEARCH DESIGN
159
RESEARCH OF ADVERTISING MASSMEDIA AUDIENCES
216
UNITS ORGANISATIONAL AND DEVELOPMENT COMMUNICATION RESEARCH
260
Organisational and management structures
268
administered questionnaire 315 Findings of communication audits
317
THE RESEARCH REPORT
341
Useful electronic addresses
363
Bibliography
370
Index
380
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