Page 9 - Juta_Communication_Catalogue_201819

978 0 70217 710 1 978 0 70219 597 6 2e 2009
466 PAGES
ZAR R561.00 ZAR R524.00
Communication Research
Techniques, methods and applications
GM DU PLOOY
Communication Research deals with 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 for advertising, mass-media audiences and mass-media efficiency, and for conducting research in organisational and development contexts. A framework of scientific criteria and guidelines is included.
CONTENTS
• Quantitative and qualitative approaches to communication research
• Steps in the research process
• Data collection: sampling, measuring, questioning and observing
• Procedures followed when applying a research design and interpreting
research data
• Research of advertising, mass-media audiences and mass-media efficiency
• Organisational and development communication research
• The research report
KEY 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 evidences of performance.
• A very useful framework of scientific criteria and guidelines to be used when planning, writing, analysing and evaluating research reports.
SUITABLE FOR
Students who conduct communication research as part of an academic programme.
JUTA COMMUNICATION CATALOGUE | 2018/2019
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