Foreword |
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8 | (7) |
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Unit 1 Quantitative and Qualitative Approaches to Communication Research |
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15 | (29) |
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15 | (1) |
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16 | (1) |
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16 | (1) |
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Different ways of knowing |
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17 | (3) |
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A conceptual model of assumptions |
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20 | (1) |
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Quantitative research approach |
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21 | (8) |
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22 | (2) |
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24 | (3) |
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Epistemological and methodological assumptions |
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27 | (2) |
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29 | (1) |
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Qualitative research approach |
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29 | (5) |
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30 | (1) |
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31 | (1) |
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Epistemological and methodological assumptions |
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32 | (2) |
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34 | (1) |
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Application of quantitative versus qualitative approaches |
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34 | (4) |
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What about future research? |
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38 | (3) |
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41 | (3) |
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Self-evaluation and portfolio tasks |
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41 | (1) |
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Assessment of learning outcomes |
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42 | (1) |
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43 | (1) |
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Unit 2 Steps in the Research Process |
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44 | (55) |
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44 | (1) |
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44 | (1) |
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45 | (1) |
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Step 1: Identifying and analysing the problem |
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45 | (12) |
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48 | (3) |
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Formulating the research problem, subproblems and assumptions |
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51 | (6) |
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57 | (1) |
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Step 2: Reviewing the literature |
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57 | (9) |
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58 | (2) |
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60 | (3) |
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Recording and summarising |
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63 | (2) |
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65 | (1) |
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Step 3: Formulating hypotheses or research questions |
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66 | (15) |
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66 | (4) |
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70 | (2) |
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72 | (1) |
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73 | (7) |
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80 | (1) |
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Step 4: Selecting or developing the research design |
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81 | (7) |
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Who/what, where and when? |
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81 | (1) |
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Characteristics of quantitative designs |
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82 | (1) |
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Characteristics of qualitative designs |
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83 | (1) |
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Threats to the validity of a research design |
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84 | (3) |
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87 | (1) |
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Step 5: Writing a research proposal |
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88 | (5) |
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What is to be researched? |
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88 | (1) |
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Why is the research study being done? |
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89 | (1) |
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What are feasibility and ethical implications? |
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90 | (1) |
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How is the research going to be conducted |
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91 | (1) |
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92 | (1) |
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Step 6: Pre-testing the research design and collecting data |
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93 | (1) |
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Step 7: Analysing and interpreting data |
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93 | (1) |
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Step 8: Writing the research report |
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94 | (1) |
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95 | (1) |
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95 | (4) |
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Self-evaluation and portfolio tasks |
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96 | (1) |
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Assessment of learning outcomes |
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97 | (1) |
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98 | (1) |
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Unit 3 Data Collection: Sampling, Measuring, Questioning and Observing |
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99 | (60) |
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99 | (1) |
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99 | (1) |
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100 | (1) |
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100 | (17) |
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Accuracy of the sample drawn |
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101 | (3) |
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Sampling error related to the degree of confidence |
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104 | (2) |
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106 | (9) |
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115 | (1) |
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Self-evaluation and portfolio tasks |
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116 | (1) |
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117 | (17) |
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Principles and levels of measurement |
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117 | (4) |
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The requirement of reliability |
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121 | (3) |
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The requirement of validity |
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124 | (3) |
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127 | (5) |
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132 | (1) |
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Self-evaluation and portfolio tasks |
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133 | (1) |
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Collecting data by asking questions |
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134 | (13) |
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Problems experienced in the wording of questions and statements |
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134 | (3) |
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Items in a self-administered questionnaire |
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137 | (6) |
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Types of interview questions |
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143 | (2) |
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145 | (1) |
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Self-evaluation and portfolio tasks |
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146 | (1) |
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Collecting data by means of observations |
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147 | (7) |
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Data-collection devices and techniques |
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147 | (1) |
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148 | (3) |
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Ethnographic observations |
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151 | (2) |
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153 | (1) |
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Self-evaluation and portfolio tasks |
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154 | (1) |
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154 | (5) |
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Assessment of learning outcomes |
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155 | (3) |
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158 | (1) |
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Unit 4 Procedures Followed When Applying a Research Design and Interpreting Research Data |
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159 | (57) |
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159 | (1) |
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160 | (1) |
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160 | (1) |
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Research conducted in controlled environments |
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161 | (8) |
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Single-system research designs |
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162 | (1) |
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163 | (4) |
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Control over the research environment |
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167 | (1) |
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168 | (1) |
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Self-evaluation and portfolio tasks |
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169 | (1) |
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Conducting research in semi-controlled environments |
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169 | (16) |
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170 | (2) |
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Compiling a self-administered questionnaire |
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172 | (3) |
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175 | (3) |
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178 | (4) |
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Problems related to implementation procedures |
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182 | (2) |
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184 | (1) |
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Self-evaluation and portfolio task |
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185 | (1) |
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Conducting research in natural environments |
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185 | (6) |
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186 | (4) |
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190 | (1) |
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Self-evaluation and portfolio task |
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190 | (1) |
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What to do with the data, once collected |
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191 | (20) |
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191 | (6) |
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Analysis of verbal communication |
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197 | (3) |
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Elementary descriptive statistics |
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200 | (6) |
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206 | (3) |
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209 | (1) |
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Self-evaluation and portfolio tasks |
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210 | (1) |
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211 | (1) |
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212 | (4) |
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Assessment of learning outcomes |
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213 | (1) |
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214 | (2) |
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Unit 5 Research of Advertising, Mass-Media Audiences and Mass-Media Efficiency |
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216 | (44) |
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216 | (1) |
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217 | (1) |
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217 | (1) |
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Advertising message research |
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218 | (23) |
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Understanding consumers' behaviour |
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218 | (6) |
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224 | (6) |
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230 | (1) |
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231 | (8) |
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239 | (1) |
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Self-evaluation and portfolio tasks |
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239 | (2) |
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Audience analyses of print and broadcast media |
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241 | (7) |
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241 | (1) |
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242 | (1) |
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Reader/non-reader studies |
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243 | (2) |
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Uses and gratifications studies |
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245 | (2) |
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Typography and layout research |
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247 | (1) |
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247 | (1) |
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Self-evaluation and portfolio tasks |
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248 | (1) |
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Researching mass-media efficiency |
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248 | (9) |
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Reach, frequency and gross ratings points (GRPs) |
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248 | (2) |
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250 | (1) |
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250 | (3) |
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253 | (2) |
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255 | (1) |
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Self-evaluation and portfolio tasks |
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256 | (1) |
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257 | (3) |
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Assessment of learning outcomes |
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258 | (1) |
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259 | (1) |
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Unit 6 Organisational and Development Communication Research |
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260 | (81) |
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260 | (1) |
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261 | (1) |
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261 | (1) |
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Environmental monitoring research |
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262 | (3) |
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264 | (1) |
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Self-evaluation and portfolio task |
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264 | (1) |
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265 | (18) |
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Organisational (corporate) climate |
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265 | (1) |
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Substantive nature of an organisation |
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266 | (2) |
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Organisational and management structures |
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268 | (13) |
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281 | (1) |
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Self-evaluation and portfolio task |
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282 | (1) |
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Researching participatory strategies |
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283 | (10) |
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Educational-therapeutic strategy |
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284 | (1) |
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Behavioural change strategy |
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285 | (2) |
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Supplementary employees strategy |
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287 | (1) |
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A strategy of co-optation |
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288 | (1) |
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A strategy of community empowerment |
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289 | (2) |
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291 | (1) |
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Self-evaluation and portfolio task |
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292 | (1) |
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Participatory action research |
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293 | (11) |
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Orientation and research questions |
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293 | (1) |
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RDP and intervention research |
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294 | (3) |
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Participatory action research process |
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297 | (4) |
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Our role(s) as researchers |
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301 | (1) |
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302 | (1) |
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303 | (1) |
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Self-evaluation and portfolio task |
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303 | (1) |
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304 | (9) |
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The research process in a PR audit |
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305 | (7) |
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312 | (1) |
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Self-evaluation and portfolio tasks |
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313 | (1) |
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313 | (6) |
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Methods, techniques and measuring instruments |
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313 | (2) |
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Applying a self-administered questionnaire |
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315 | (2) |
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Findings of communication audits |
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317 | (1) |
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318 | (1) |
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Self-evaluation and portfolio tasks |
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318 | (1) |
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319 | (22) |
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Assessment of learning outcomes |
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320 | (1) |
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321 | (1) |
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UNISA Library Communication Audit |
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322 | (19) |
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Unit 7 The Research Report |
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341 | (22) |
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341 | (1) |
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341 | (1) |
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341 | (1) |
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342 | (3) |
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343 | (1) |
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Literature review and theoretical aspects |
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344 | (1) |
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Methodological evaluation |
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345 | (5) |
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345 | (1) |
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346 | (3) |
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349 | (1) |
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350 | (2) |
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Evaluation based on presentation criteria and credibility |
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352 | (8) |
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359 | (1) |
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360 | (3) |
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Self-evaluation and portfolio task |
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360 | (1) |
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Assessment of learning outcomes |
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361 | (1) |
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362 | (1) |
Addendum A: Useful electronic addresses |
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363 | (7) |
Bibliography |
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370 | (10) |
Index |
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380 | |