Communication Research; Techniques, Methods and Applications,9780702156410

Communication Research; Techniques, Methods and Applications

by Unknown
ISBN13: 9780702156410
ISBN10: 0702156418
Format: Trade Paper
Pub. Date: 2004-04-28
Publisher(s): Juta Academic
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Table of Contents

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

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