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. It is particularly suited for undergraduates in communication research and those in human and social sciences who anticipate conducting communication research in higher-level coursework.

Communication Research: Techniques, Methods and Applications

Politics & Social Sciences

du Plooy, G.M.

Social Sciences

Juta Academic

This book deals with both qualitative and quantitative approaches to research methodology; the steps followed in the research process; data collection (sampling, measuring, questioning and observing); and the procedures followed when applying a research design and interpreting research data. Various research techniques and methods are applied to conducting research of advertising, mass-media audiences and mass-media efficiency, and to conducting research in organizational and development contexts. The publication ends with a framework of scientific criteria and guidelines that can be used when planning and writing a research report, as well as when analyzing and evaluating published research reports. Against the background of outcomes-based education, the aim of this publication is to enable learners to develop and acquire the following learning outcomes: research skills, problem-solving skills, communication skills, environmental literacy, developing a macro vision, self-responsibility skills, and developing individual, moral and ethical values as part of lifelong learning.Towards achieving these outcomes, and to accommodate different learning styles, the publication follows an interactive approach and contains several learning aids, such as marginal notes, executive summaries, self-evaluation and portfolio tasks, as well as guides with criteria that can be used by learners, teachers or examiners to assess the achievement of learning outcomes and performance.

Communication research

Juta Legal and Academic Publishers

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Books by du Plooy, G.M.

See the best price to sell, buy, or rent books by du Plooy, G.M.. BookScouter helps to compare book prices from 25+ online bookstores and 30+ buyback vendors with a single search.

Communication Research: Techniques, Methods and Applications

Communication research