Communication Research

Product Details:
Author(s):
du Plooy, GM
Year Published:
2009
Edition
2nd Edition
Type:
Print | Soft Cover
Language:
English
About this publication
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.
Key Benefits
The book features learning aids, such as executive summaries, self-evaluation and portfolio tasks, plus criteria that students, lecturers and examiners can use to assess the achievement of learning outcomes and evidence of performance.
The book ends with a very useful framework of scientific criteria and guidelines to be used when planning, writing, analysing and evaluating research reports.
Content
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
Interest / Benefit to
Communication research: Techniques, methods and applications is for use by student who conduct communication research as part of an academic programme.