Synopsis
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.
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About the Author
G. M. du Plooy is a lecturer in the department of communication science at the University of South Africa.
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Communication Research: Techniques, Methods and Applications
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Communication Research: Techniques, Methods and Applications
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Juta and Co., Limited, 2002
ISBN 10: 0702156418
ISBN 13: 9780702156410
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