A Primer on Applied Communication Research
Edition: 1
Copyright: 2021
Pages: 66
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$68.30 USD
A Primer on Applied Communication Research can assist anyone conducting applied communication research for the first time to become familiar with the entire process through completing a mini-project, including data collection (online & offline) and data analysis using an Excel Add-in data analysis tool. In addition to introducing readers to both quantitative and qualitative research methodologies, it includes a step-by-step guide for customizing Qualtrics for research purposes. Sample files needed for completing a simple research study are also provided for readers.
CHAPTER 1 Introduction to Various Applied Communication Research Types
1.1 The Nature of Communication Research
1.2 An Applied Communication Research Perspective
1.3 Introduction to Common Report/Paper Formats
CHAPTER 2 Conducting Background Research in Preparation for Literature
Review/ Case Study Review
2.1. Database Search
2.2. Systematically Organizing the Literature Information
CHAPTER 3 Introduction to Quantitative and Qualitative Methodologies
3.1. Characteristics of These Two Research Methods
3.2. Quantitative Methodologies
3.2.1. The Content Analysis
3.2.2. The Survey
3.2.3. The Experiment
3.3. Qualitative Research Methodologies
3.3.1. Interviewing
3.3.2. Focus group
3.3.3. Narrative Stories
3.3.4. Ethnography
CHAPTER 4 Know-How and Instruments for Data Collection
4.1. Know-How for In-Person Data Collection
4.1.1. Preparing the Questionnaire
4.1.2. In-person Participant Recruitment
4.2. Know-How and Instruments for Online Data Collection
CHAPTER 5 Data Analysis via Excel Data Analysis Toolpak
Part 1. Data Export and Cleaning Up the Data
Part 2. Analyzing the Data Quantitatively
Steps for Mac Computer
Part 3. Understanding Results Shown in the Output Table and Reporting
Dr. Chia-Ling Lynn Ho is currently an Assistant Professor in the Department of Communication Arts at Valdosta State University. Her research interests include intercultural-, interpersonal-, health communication and cognitive information processing of messages. She received her Bachelor of Arts degree in Journalism, a Master’s degree in Communication from Ohio State University; and a Doctoral degree in Communication from the University of California, Davis.