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Books > Reference & Interdisciplinary > Communication studies > Research methods
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Communication Research Methodology - A Strategic Approach to Applied Research (Paperback)
Loot Price: R2,316
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Communication Research Methodology - A Strategic Approach to Applied Research (Paperback)
Expected to ship within 12 - 17 working days
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This introduction to communication research methods takes the
student from the conceptual beginnings of a research project
through the design and analysis. Emphasizing the correct questions
to ask and how to approach the answers, authors Gary Petty, Cheryl
Campanella Bracken, and Elizabeth Babin approach social science
methods as a language to be learned, requiring multiple sessions
and reinforcement through practice. They explain the basics of
conducting communication research, facilitating students'
understanding of the operation and roles of research so that they
can better critique and consume the materials in their classes and
in the media. The book takes an applied methods approach,
introducing students to the conceptual elements of communication
science and then presenting these elements in a single study
throughout the text, articulating the similarities and differences
of individual methods along the way. The study is presented as a
communication campaign, involving multiple methodologies. The
approach highlights how one method can build upon another and
emphasizes the fact that, given the nature of methodology, no
single study can give complete answers to our research questions.
Unique features of the text: It introduces students to research
methods through a conceptual approach, and the authors demonstrate
that the statistics are a tool of the concepts. It employs an
accessible approach and casual voice to personalize the experience
for the readers, leading them through the various stages and steps.
The presentation of a communication campaign demonstrates each
method discussed in the text. This campaign includes goals and
objectives that will accompany the chapters, demonstrates each
individual methodology, and includes research questions related to
the communication campaign. The tools gained herein will enable
students to review, use, understand, and critique research,
including the various aspects of appropriateness, sophistication
and utility of research they encounter.
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