Communication Research: Techniques, Methods and Applications
Key Guidance
Cape Town: Juta, 2nd ed. (2009), 460 pp.
Contains many tables, index
ISBN 9780702177101 (print); 9780702195976 (ebook)
Signature commbox: 10-Research-E 2009
"The research techniques and methods discussed are applied to researching advertising, mass-media audiences, mass-media efficiency and organisational and development contexts. The research problems or issues addressed are also relevant to other communication fields, including political, government, marketing, intercultural, health and interpersonal and small-group communication, plus information and communications technology. This second edition elaborates on the application of additional measurement scales and of content analysis. It contains more practical examples of the application of scientific criteria and it includes additional marginal notes that facilitate the comprehension of key concepts." (Publisher description)
Unit 1: Quantitative and Qualitative approaches to communication research
Unit 2: Steps in the research process
Unit 3: Data Collection: sampling, measuring, questioning and observing
Unit 4: Procedures followed when applying a research design and interpreting research data
Unit 5: Research of advertising, mass-media audiences and mass-media efficiency
Unit 6: Organisational and development communication research
Unit 7: The research report
Unit 2: Steps in the research process
Unit 3: Data Collection: sampling, measuring, questioning and observing
Unit 4: Procedures followed when applying a research design and interpreting research data
Unit 5: Research of advertising, mass-media audiences and mass-media efficiency
Unit 6: Organisational and development communication research
Unit 7: The research report
