Strategic Communication Research Methods

Strategic Communication Research Methods provides students with the knowledge and tools they will need to use and conduct research effectively in their careers. While theory and methods are emphasized throughout, the focus on cultivating transferable skills and the relevant application of knowledge reinforce the book's practicality. Students learn why research is critical in professional contexts, the various approaches for conducting communication research, how to evaluate research effectively, and how to conduct their own research. Chapters cover the research process, sampling, ethics, observation, data analytics, surveys, interviews and focus groups, experiments, and how to analyze and present research results. Throughout, dynamic practice activities and real-world examples actively engage students and support the applied approach. The second edition builds on the strengths of the previous edition by including a new chapter on digital data analytics and big data, as well as expanded information on analyzing qualitative and quantitative data. Throughout the book, contemporary research and examples provide students with the most current information in a way that resonates. Straightforward, accessible, and highly practical, this text helps students recognize the valuable role of research in the development and assessment of communication strategies.