communication research techniques methods and applications pdf

You are here

Media and Communication Research Methods An Introduction to Qualitative and Quantitative Approaches

• Arthur Asa Berger - San Francisco State University, USA
• Description

This step-by-step introduction to conducting media and communication research offers practical insights along with the author’s signature lighthearted style to make discussion of qualitative and quantitative methods easy to comprehend. The  Fifth Edition  of  Media and Communication Research Methods  includes a new chapter on discourse analysis; expanded discussion of social media, including discussion of the ethics of Facebook experiments; and expanded coverage of the research process with new discussion of search strategies and best practices for analyzing research articles. Ideal for research students at both the graduate and undergraduate level, this proven book is clear, concise, and accompanied by just the right number of detailed examples, useful applications, and valuable exercises to help students to understand, and master, media and communication research. 

See what’s new to this edition by selecting the Features tab on this page. Should you need additional information or have questions regarding the HEOA information provided for this title, including what is new to this edition, please email [email protected] . Please include your name, contact information, and the name of the title for which you would like more information. For information on the HEOA, please go to http://ed.gov/policy/highered/leg/hea08/index.html .

For assistance with your order: Please email us at [email protected] or connect with your SAGE representative.

SAGE 2455 Teller Road Thousand Oaks, CA 91320 www.sagepub.com

it offers individual chapters for all types of qualitative research (semiotic, discourse, rhetorical, etc) it also includes chapter exercises and examples

Excellent Research textbook

• A new chapter on discourse analysis (Chapter 7) defines discourse analysis and offers multiples examples for its application.
• Expanded coverage of the research process offers students new search strategies and best practices for analyzing research articles. 
• A new discussion of binary oppositions and culture helps students to better understand semiotics.
• An expanded discussion of social media keeps students engaged with different perspectives of social media, including discussion of the ethics of Facebook experiments.
• A new discussion of Gangsta Rap encourages students to rhetorically analyze American popular culture.
• A new discussion of Foucault codes and cultural change helps students better understand the methods of textual analysis.
• Several new topics connect key concepts to current events, such as William Dutton on the Cambridge Analytica scandal and an Iranian scholar on mistakes made by pollsters for the 2016 election.
• New insights from experts in the field feature personal correspondence on the personality of the ethnomethodologist Harold Garfinkel and by a psychiatrist on addiction and the relationship between young people and their cell phones.
• Comprehensiveness : From opening discussions on the nature of research to thorough treatment of the methods of textual analysis, qualitative and quantitative methods, and writing up research, breadth of coverage is the hallmark of this text.
• Humor : Chapter-opening conversations with the author’s “Grand Inquisitor” (who poses questions about the nature of research), numerous cartoons, and references to student life use lively humor to make the material approachable and accessible.
• Applications and exercises : In each methods chapter, applications and exercises allow students to practice and apply what they’ve learned.

Sample Materials & Chapters

Chapter 3: Semiotic Analysis

Chapter 5: Ideological Criticism

For instructors

Select a purchasing option.

We will keep fighting for all libraries - stand with us!

Internet Archive Audio

• This Just In
• Grateful Dead
• Old Time Radio
• 78 RPMs and Cylinder Recordings
• Audio Books & Poetry
• Computers, Technology and Science
• Music, Arts & Culture
• News & Public Affairs
• Spirituality & Religion
• Radio News Archive

• Flickr Commons
• Occupy Wall Street Flickr
• NASA Images
• Solar System Collection
• Ames Research Center

• All Software
• Old School Emulation
• MS-DOS Games
• Historical Software
• Classic PC Games
• Software Library
• Kodi Archive and Support File
• Vintage Software
• CD-ROM Software
• CD-ROM Software Library
• Software Sites
• Tucows Software Library
• Shareware CD-ROMs
• Software Capsules Compilation
• CD-ROM Images
• ZX Spectrum
• DOOM Level CD

• Smithsonian Libraries
• FEDLINK (US)
• Lincoln Collection
• American Libraries
• Canadian Libraries
• Universal Library
• Project Gutenberg
• Children's Library
• Biodiversity Heritage Library
• Books by Language
• Additional Collections

• Prelinger Archives
• Democracy Now!
• Occupy Wall Street
• TV NSA Clip Library
• Animation & Cartoons
• Arts & Music
• Computers & Technology
• Cultural & Academic Films
• Ephemeral Films
• Sports Videos
• Videogame Videos
• Youth Media

Search the history of over 866 billion web pages on the Internet.

Mobile Apps

• Wayback Machine (iOS)
• Wayback Machine (Android)

Browser Extensions

Archive-it subscription.

• Explore the Collections
• Build Collections

Save Page Now

Capture a web page as it appears now for use as a trusted citation in the future.

Please enter a valid web address

• Donate Donate icon An illustration of a heart shape

Understanding communication research methods : a theoretical and practical approach

Bookreader item preview, share or embed this item, flag this item for.

• Graphic Violence
• Explicit Sexual Content
• Hate Speech
• Misinformation/Disinformation
• Marketing/Phishing/Advertising
• Misleading/Inaccurate/Missing Metadata

Tight binding on some pages. This book contains pen marking obscured text on back cover

plus-circle Add Review comment Reviews

Download options.

No suitable files to display here.

IN COLLECTIONS

Uploaded by station09.cebu on June 17, 2022

SIMILAR ITEMS (based on metadata)

Handbook of Communication for Development and Social Change pp 533–554 Cite as

Three Types of Communication Research Methods: Quantitative, Qualitative, and Participatory

• Jan Servaes 2 , 3  
• Reference work entry
• First Online: 09 June 2020

2160 Accesses

This chapter presents a brief overview of the three types of communication research methods being applied in development communication settings: quantitative, qualitative, and participatory. This chapter attempts to outline the relative characteristics and merits of these approaches to research and to emphasize some of the philosophical issues which underpin them. It discusses the strengths and weaknesses of each and highlights the benefits of a more normative approach focused on the “poor” in society.

• Research methodologies
• Quantitative
• Qualitative
• Participatory
• Triangulation
• Empowerment

This is a preview of subscription content, log in via an institution .

Buying options

• Available as PDF
• Read on any device
• Instant download
• Own it forever
• Available as EPUB and PDF
• Durable hardcover edition
• Dispatched in 3 to 5 business days
• Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Addo H (1985) Beyond Eurocentricity: transformation and transformational responsibility. In: Addo H, Amin S, Aseniero G et al (eds) Development as social transformation. Reflections on the global problematique. Hodder and Stoughton, London

Google Scholar  

Anderson J, Meyer T (1988) Mediated communication. A social action perspective. Sage, Newbury Park

Argyris C, Putnam R, Smith D (1985) Action science. Jossey-Bass, San Francisco

Berg B, Lune H (eds) (2014) Qualitative research methods for the social sciences. Pearson, Essex

Bhattacherjee A (2012) Social science research: principles, methods, and practices. Textbooks collection 3. http://scholarcommons.usf.edu/oa_textbooks/3

Bogaert MVD, Bhagat S, Bam NB (1981) Participatory evaluation of an adult education programme. In: Fernandes W, Tandon R (eds) Participatory research and evaluation: experiments in research as a process of liberation. Indian Social Institute, New Delhi

Bruhn Jensen H (ed) (2013) A handbook of media and communication research: qualitative and quantitative methodologies. Routledge, New York

Bryman A (1984) The debate about quantitative and qualitative research: a question of method or epistemology? Br J Sociol 35(1):75–92

Article   Google Scholar  

Bryman A, Burgess R (eds) (1994) Analyzing qualitative data, Routledge, London

Burke K (1968) Language as symbolic action. University of California Press, Berkeley

Chamarik S (1993) Democracy and development. A cultural perspective. Local Development Institute, Bangkok

Chambers R (2007) Ideas for development. Earthscan, London

Chambers R (2008) Revolutions in development inquiry. Earthscan, London

Chantana P, Wun Gaeo S (1985) Participatory research and rural development in Thailand. In: Farmer’s Assistance Board (ed) Participatory research: response to Asian people’s struggle for social transformation. Farmer’s Assistance Board, Manila

Christians C, Carey J (1981) The logic and aims of qualitative research. In: Stempel G, Weaver D, Westley B (eds) Research methods in mass communication. Prentice Hall, Englewood Cliffs

Cooke B, Kothari U (eds) (2001) Participation. The new tyranny? Zed Books, London

D’Abreo D (1981) Training for participatory evaluation. In: Fernandes, Tandon R (eds) Participatory research and evaluation: experiments in research as a process of liberation. Indian Social Institute, New Delhi

Denzin NK, Lincoln YS (eds) (2005) The Sage handbook of qualitative research, 3rd edn. Sage, Thousand Oaks

Dervin B (1982) Citizen access as an information equity issue. In: Schement JR, Gutierrez F, Sirbu M (eds) Telecommunications policy handbook. Praeger, New York

Dervin B, Huesca R (1999) The participatory communication for development narrative: an examination of meta-theoretic assumptions and their impacts. In: Jacobson T, Servaes J (eds) Theoretical approaches to participatory communication. IAMCR book series. Hampton Press, Creskill, pp 169–210

Ewen S (1983) The implications of empiricism. J Commun 33(3):219

Fals Borda O (1988) Knowledge and people’s power: lessons with peasants in Nicaragua, Mexico, and Colombia. Indian Social Institute, New Delhi

Fals Borda O, Rahman HA (eds) (1991) Action and knowledge: breaking the monopoly with participatory action research. Intermediate Technology Publications, London

Farrington J (1988) Farmer participatory research: editorial introduction. Exp Agric 24:269

Friberg M, Hettne B (1985) “The greening of the world”, development as social transformation. Westview, Boulder

Fuglesang A (1984) The myth of people’s ignorance. In: Development dialogue. The Dag Hammarskjold Foundation, Uppsala, pp 1–2

Geertz C (1973) The interpretation of cultures. Basic Books, New York

Halloran JD (1981) The context of mass communication research. In: Mcanany E, Schnitman J, Janus N (eds) Communication and social structure: critical studies in mass media research. Praeger, New York

Harris M (1980) Cultural Materialism: The Struggle for a Science of Culture, Vintage, New York

Harris M (2001) Cultural materialism: the struggle for a science of culture. Rowman & Littlefield, Lanham/Oxford

Huesca R (2003) Tracing the history of participatory communication approaches to development: a critical appraisal. In: Servaes J (ed) Approaches to development. Studies on communication for development. UNESCO, Paris

Huizer G (1989) Action research and People’s participation. An introduction and some case studies. Third World Centre, Nijmegen

Jacobson T (1993) A pragmatist account of participatory communication research for national development. Commun Theory 3(3):214–230

Jacobson T, Servaes J (eds) (1999) Theoretical approaches to participatory communication. IAMCR book series. Hampton Press, Creskill

Kennedy TW (1984) Beyond advocacy: an animative approach to public participation. Dissertation, Cornell University

Kennedy TW (2008) Where the rivers meet the sky: a collaborative approach to participatory development. Southbound, Penang

Kronenburg J (1986) Empowerment of the poor. A comparative analysis of two development endeavours in Kenya. Third World Center, Nijmegen

Kuhn T (1962) The structure of scientific revolutions, 2nd edn, enlarged. University of Chicago, Chicago

Lennie J, Tacchi J (2013) Evaluating communication for development. A framework for social change. Routledge Earthscan, London

Book   Google Scholar  

Lie R (2003) Spaces of intercultural communication. An interdisciplinary introduction to communication, culture, and globalizing/localizing identities. IAMCR book series. Hampton Press, Creskill

Mckee N, Manoncourt E, Saik YC, Carnegie R (eds) (2000) Involving people, evolving behaviour. Southbound, Penang

Midgley J (ed) (1986) Community participation, social development, and the state. Methuen, London

Plaisance PL (2011) Moral agency in media: toward a model to explore key components of ethical practice. J Mass Media Ethics 26(2):96–113

PPDHRRA – Philippine Partnership for the Development of Human Resources in Rural Areas (1986) Participatory research guidebook. Philippine Partnership for the Development of Human Resources in Rural Areas, Laguna

Robson C (1995) Real world research. A resource for social scientists and practitioner-researchers. Blackwell, Oxford

Rockhill K (Fall, 1982) Researching participation in adult education: the potential of the qualitative perspective. Adult Educ 33(1):3

Servaes J (1999) Communication for development. One world, multiple cultures. Hampton Press, Creskill

Servaes J (2012) Homo academicus: Quo vadis? In: Silvia N-Z, Karyn H (eds) Global academe: engaging intellectual discourse. Palgrave Macmillan, New York, pp 85–98. 230pp

Chapter   Google Scholar  

Servaes J, Jacobson T, White S (eds) (1996) Participatory communication for social change. Sage, New Delhi

Tacchi J, Slater D, Hearn G (2003) Ethnographic action research. UNESCO, Paris

Tandon R (1981) Participatory evaluation and research: main concepts and issues. In: Fernandes W, Tandon R (eds) Participatory research and evaluation: experiments in research as a process of liberation. Indian Social Institute, New Delhi

Tandon R (1985) Participatory research: issues and prospects. In: Farmer’s Assistance Board (ed) Response to Asian people’s struggle for social transformation. Farmer’s Assistance Board, Manila

Tandon R (2002) Participatory research: revisiting the roots. Mosaic Books, New Delhi

Thayer L (1983) On ‘doing’ research and ‘explaining’ things. In: Gerbner G (ed) Ferment in the Field. J Commun 33(4)

Tuhiwai Smith L (1999) Decolonizing methodologies. Research and indigenous peoples. Zed Books, London

Van Hemelrijck A (2013) Powerful beyond measure? Measuring complex systemic change in collaborative settings. In: Servaes J (ed) Sustainability, participation and culture in communication. Theory and praxis. Intellect-University of Chicago Press, Bristol/Chicago

White R (1982) Contradictions in contemporary policies for democratic communication, Paper IAMCR conference, Paris, September

White R (1984) The need for new strategies of research on the democratization of communication, Paper ICA conference, San Francisco, May

Whyte WF (ed) (1989) Learning from the field. A guide from experience. Sage, Beverly Hills

Whyte WF (ed) (1991) Participatory action research. Sage, Newbury Park

Download references

Author information

Authors and affiliations.

Department of Media and Communication, City University of Hong Kong, Hong Kong, Kowloon, Hong Kong

Jan Servaes

Katholieke Universiteit Leuven, Leuven, Belgium

You can also search for this author in PubMed   Google Scholar

Corresponding author

Correspondence to Jan Servaes .

Editor information

Editors and affiliations, rights and permissions.

Reprints and permissions

Copyright information

© 2020 Springer Nature Singapore Pte Ltd.

About this entry

Cite this entry.

Servaes, J. (2020). Three Types of Communication Research Methods: Quantitative, Qualitative, and Participatory. In: Servaes, J. (eds) Handbook of Communication for Development and Social Change. Springer, Singapore. https://doi.org/10.1007/978-981-15-2014-3_112

Download citation

DOI : https://doi.org/10.1007/978-981-15-2014-3_112

Published : 09 June 2020

Publisher Name : Springer, Singapore

Print ISBN : 978-981-15-2013-6

Online ISBN : 978-981-15-2014-3

eBook Packages : Literature, Cultural and Media Studies Reference Module Humanities and Social Sciences Reference Module Humanities

Share this entry

Anyone you share the following link with will be able to read this content:

Sorry, a shareable link is not currently available for this article.

Provided by the Springer Nature SharedIt content-sharing initiative

• Publish with us

Policies and ethics

• Find a journal
• Track your research

Academia.edu no longer supports Internet Explorer.

To browse Academia.edu and the wider internet faster and more securely, please take a few seconds to  upgrade your browser .

Enter the email address you signed up with and we'll email you a reset link.

• We're Hiring!
• Help Center

Research methods in communication studies - An overview

Related Papers

Dibrugarh Journal of English Studies

S Bharathiraja Ph D

International Conference on Learning, Researching, and Teaching of English through Asian Literature: A Discourse Analysis Perspective. To be held on 30-09-2023 THRUST AREAS Learning English Language through Asian Literature Technology in English Classrooms blending Asian Literature Translating Asian Literature into English Developing E-Resources for English Learners Research in Pedagogy, Curriculum & Assessment of English for students. Online Learning and Teaching of English Socio-linguistics of English with Asian background Any other fields related to the topic Last Date For sending Abstract: 08-09-2023 For sending Full paper and Registration Form and Fee: 17-09-2023 Guidelines/format for the Research Paper Registration is compulsory for participation and presentation at the conference. Authors are requested to send their original and unpublished articles with the format of MLA 7th Edition. Only selected papers will be published in an ISBN: 978-93-92751-11-0, Proceedings of International Conference on Learning, Researching, and Teaching of English through Asian Literature: A Discourse Analysis Perspective The abstract/ full paper should be mailed to: [email protected] Registration Fee Details Faculty Members and Others: INR 1000/- Faculty Members (SF): INR 500/- School Teachers: INR 300/- Ph.D. Scholars (FT) 200/- Ph.D. Scholars (PT) 300/- PG Students: INR 100/- BANK DETAILS FOR PAYMENT Account Name : The Principal, Vivekananda College Bank Name & Branch : Tiruvedagam Ramakrishna Tapovanam Account Number: 8629101102540 IFSC Code : CNRB0008629 GPay: 8870518474 (BHARATHIRAJA S) Registration Link: https://lnkd.in/gjrG_zrH Abstract and papers will be published in the ISBN book: Conference video link: https://meet.google.com/pmn-zaen-vah

noble joseph

KOTA Dr. Tushar Nair , Shruti Das

English occupies a place of prestige in our country even after more than six decades of the departure of the British from India. No indigenous language however has come up to replace English, either as a medium of communication or as an official language. With the Independence, in spite of many a movement against the teaching of English in India under the influence of nationalistic feelings and emotional hostility English began to reassert its position and now we find that it has firmly established itself in the soil of India. Though still there are only a few who can understand and speak good English yet gradually the number is increasing. The present paper discusses the problems faced in English language teaching in different classroom situations, consequences and valuable suggestions. Communication is the exchange of thoughts, messages, and information as by speech, visuals, signals, writing or behavior. But as far as communication with respect to English Language Teaching is concerned, the term becomes a bit special. Here it involves reading, listening, speaking, writing and observing with special reference to the classroom situations. Different classroom situations demand certain adjustments in all the five aspects. Communication with respect to classroom situations can be categorized on the basis of size of the classroom, background of the students (rural & urban), level (school & college), course (professional & general) etc. But before moving into this direction we must understand and discuss what a typical classroom is. Teachers know that every class includes diverse learners-some struggling, some advanced, and all with different life experiences, learning preferences, and personal interests.

K Damodar Rao

VEDA'S JOURNAL OF ENGLISH LANGUAGE AND LITERATURE [JOELL]

Background: English for medicine and academic purposes (EMAP) is believed tremendously significant for our medical students' academic and professional life. Although writing is underscored as the most challenging and valuable skills, our EMAP prospectus is based on an incorporated approach to the four language skills. Medical writing engages writing scientific manuscripts of dissimilar kinds which include delicate and study-connected documents, medicine-connected didactic and E literature, and abstracts, subjects for healthcare lectures, healthrelated magazines or English for medical purposes (EMP) commentary. Objective: The aims of this study was to appraise: the participant' feelings on teacher approach to educating in academic writing process, the weak and strong points of the model applied during the teaching academic writing in EMP and, and the participants' ideas and impressions at applying new ways, for material delivery of EMP and EMAP. Finding: The analysis questionnaires comprised of 80 records, planned in five groups based on Premise Base and Conducive The dialogue item was also applied to discover if the contributors asserted the media-based attitude supplements their learning of academic English writing classes or not. There are statistically important differences at (a = 0.05) in using educational techniques units because of the year of teaching adjustable, in favors of, the third and fourth year academics. Conclusion: The techniques can thus assist higher education programmers to identify, track, monitor, and treat at the university to educate, for teaching and learning medicine to strive in educating specialized writing. Given the benefits, it seems indispensable to apply the advantages of the survey, because studying hard to develop the technique, and implementing them in academic writing education is a theory.

Journalism on verbal and written language

Santino Pani

Through fifty thousand years, humans survived and emerged on other animal species, and developed a universal structure of news language which allowed them to share information in real time. My aim in this research is, through an empirical analysis of news-writing, to discuss whether the language of journalism is also a strategic mechanism developed by human mind, or rather is part of human nature to adapt the language to interact universally with others.

Md. A M I R Hossain

Short bio of Amir Hossain Mr. Amir Hossain is holding the degree of M. Phil in English literature from department of English of Jahangirnagar University, and is a senior lecturer in the department of English at IBAIS University, Uttara, and Dhaka-1230. He used to teach English literature & language at America Bangladesh University, BGIFT-Institute of Fashion & Technology, Gazipur, S.M. Mozzammel Haque Business Management College, Baikal College, and Bangladesh Open University (SSC & HSC program). His literary theory based area study includes-feminism, formalism, psychoanalysis theory, modernism, and postmodernism, deconstruction, cultural studies, colonialism, post-colonialism, oriental, aestheticism, gender studies, African criticism, structuralism and post structuralism. Moreover, he has also studied on drama, poetry, novel, African literature, post-colonial literature, story, treatise, essays and so on. He has written 25 numbers of articles and participated in national and international conferences in Bangladesh. Among them, 21 numbers of articles have been published in national & international scholarly journals. He is a reviewer and editor of 20 numbers of national and international scholarly journals (online and printed version) and an editor of a book, Knowledge on Idioms: An Iranian Context. Moreover, he has recently written and edited Test Papers of English for the students of SSC level published by Captain Publishers. He is now writing a book on English Grammar for the students of HSC level in accordance with new syllabus-2015, and is teaching English language courses in the departments of English, BBA, MBA, LL.B, EEE, CSE, and Economics at IBAIS University. He also contributes to English literature and language in writing articles on various topics.

Jodhpur Studies in English, Vol. XIX, 2020, ISSN-0970-843X,

Susheel K Sharma

SMART M O V E S J O U R N A L IJELLH

In a post-colonial world, globalisation and international migrations have led to hybridisation of not only the international economy but also of the international Culture, Identity, Language and Literature. The old Monocentric view of the identity has given way to the new and futuristic view of multifarious identities, where, a careful selection, rejection and invention of multiple factors result in the formation and maintenance of a local and a global Identities. In such a worldview, it is not history or culture, rather, language that plays an enabling role in the representation of an individual’s identity, as Ngũgĩ Wa Thiong’o points out in his essay, Decolonising the Mind, "The choice of language and the use of language is central to a people's definition of themselves in relation to the entire universe. Hence, language has always been at the heart of the two contending social forces in the Africa of the twentieth century” and by extension other post-colonial countries such as India. Similarly, in Imaginary Homelands, Rushdie says that he prefers to write in English in spite of his ambiguity towards it because he “… can find in that Linguistic struggle a reflection of other struggles taking place in the real

RELATED PAPERS

Asep Syaepul Iman

Journal of Clinical Investigation

Pesquisa Agropecuaria Brasileira

Claudio Bellaver

saddam hussain

Astronomy & Astrophysics

J. Broughton

Kevin Durrheim

Enfermería Global

María Amparo Kantún Marín

Esra Karabacak

AAPG Bulletin

Khalifa Elderbak

Business perspective review

Cell Biology International

Nestor Cari

International Journal of Biodiversity and Conservation

Mary Muriithi

Manoel Pirotta

Eating Behaviors

Jorg Huijding

Informe Jornada “La internacionalización de los estudios superiores: ¿Qué lugar para las lenguas extranjeras?”

Rosana Pasquale

Lynette Hart

Transactions of the American Mathematical Society

Jerzy Dydak

Biodiversity Data Journal

Marina Lipizer

Biological Procedures Online

Magdalena Hernández

Richard Segall

Evoluzione e Tecnica: Una Questione Aperta

Morgana Lisi

Rainer Bartel

Chemico-Biological Interactions

Dušan Šuput

UPenn毕业证书 宾夕法尼亚大学学位证

Punjab Academy

See More Documents Like This

•   We're Hiring!
•   Help Center
• Find new research papers in:
• Health Sciences
• Earth Sciences
• Cognitive Science
• Mathematics
• Computer Science
• Academia ©2024

Communication Research Methods

• Get Started
• Data and Statistics
• Presenting Your Research
• Organizations

Books: Table of Contents

• Communication Research

Content Analysis

Marketing research.

• Qualitative & Quantitative

Survey Design & Interpretation

Mass media research, books by subject.

• Bertrand, I., & Hughes, P. (2018).   Media research methods : audiences, institutions, texts     (Second edition.). Red Globe Press.
• Communication research measures : a sourcebook  . (2004). Mahwah, N.J: Lawrence Erlbaum Associates & Rubin, & Rubin, Rebecca B. (2009).   Communication research measures II a sourcebook   . New York, NY: Routledge.          
• Hayes, A. (2012).  Statistical Methods for Communication Science  (Routledge Communication Series. Hoboken: Taylor and Francis. (Ebook Central)
• Information and Document Design Varieties on Recent Research . (2006). Document design companion series. Amsterdam: J. Benjamins.  (Ebook Central)
• Brewerton, P. (2001).  Organizational Research Methods a Guide for Students and Researchers . London: SAGE.  (Ebook Central)
• Deacon, D. (2007).   Researching communications : a practical guide to methods in media and cultural analysis   (2nd ed.). London : New York: Hodder Arnold ; Distributed in the U.S.A. by Oxford University Press.
• Frey, L. R. (2000)     Investigating communication : an introduction to research methods . (2000) 2nd ed. 
• Frey, L., & Cissna, K. (2009).   Routledge handbook of applied communication research   (Routledge communication series). New York: Routledge.
• The handbook of media audiences   (2011). Chichester: Wiley-Blackwell.
• The Handbook of media and communication research: Qualitative and quantitative methodologies . (2012). (2nd ed.). London ; New York: Routledge.  (Ebook Central)
• Frontiers in new media research   (2012). New York: Routledge.
• Merrigan, G. (2009).  Communication research methods   (2nd ed.). New York: Oxford University Press.
• Napoli, P. M. (2011).   Audience Evolution: New Technologies and the Transformation of Media Audiences . New York: Columbia University Press. (Ebook Central)
• Poynter, R. (2010).  The handbook of online and social media research tools and techniques for market researchers. New York: Wiley.
• Putnam, Mumby, Putnam, Linda, & Mumby, Dennis K. (2014).   The Sage handbook of organizational communication : advances in theory, research, and methods   (3rd ed.).
• Rubin, R. B. (2010).   Communication research : strategies and sources   (7th ed.). Belmont, CA: Wadsworth Cengage Learning.
• The SAGE handbook of gender and communication  . (2006). Thousand Oaks, Calif: Sage Publications.
• The Sage handbook of organizational research methods   (2011). Los Angeles: SAGE.
• The SAGE handbook of online research methods  . (2008).  Los Angeles: SAGE.
• The SAGE handbook of social media research methods . (2017) (Ebook Central) Los Angeles: SAGE.
• Swanson, Holton, Swanson, Richard A., & Holton, Elwood F. (2005)​.  Research in organizations : foundations and methods of inquiry  Publication in the Berrett-Koehler organizational performance series. San Francisco, CA: Berrett-Koehler.
• Theorizing communication : readings across traditions   (2007). Los Angeles: Sage Publications.
• Yin, R. K. (2003).  Applications of case study research  . Applied social research methods series (2nd ed.). Thousand Oaks: Sage Publications.
• Yin, R. K. (2009).   Case study research : design and methods  .  (4th ed.). Thousand Oaks, CA: Sage. 
• Divakaran, A. (2009).   Multimedia Content Analysis: Theory and Applications.  .  Springer. 
• Fortunato, J. A. (2005).  Making Media Content: The Influence of Constituency Groups on Mass Media . Mahwah, N.J: Lawrence Erlbaum Associates. (E-Book Central)
• Krippendorff, K. (2013).     Content analysis: an introduction to its methodology   (3rd ed.). Los Angeles ; London: SAGE.
• Krippendorff, K. (2009).   The content analysis reader  .  Sage Publications.
• Leetaru, K. (2012).   Data mining methods for the content analyst: an introduction to the computational analysis of content . New York: Routledge.
•   Message effects in communication science   (1989). Sage annual reviews of communication research. Newbury Park, Calif: Sage Publications.
• Neuendorf, K. A. (2017). The Content Analysis Guidebook . Thousand Oaks, Calif: Sage Publications.  
• Postman, N. (2008).   How to watch TV news  (Rev. ed.). New York, N.Y: Penguin.
• Riffe, D. (2005).       Analyzing Media Messages: Using Quantitative Content Analysis in Research     (2nd ed.). Mahwah, N.J: Lawrence Erlbaum.
•   TV content analysis : techniques and applications   (2012). Boca Raton, FL: CRC Press.

Find books by  New Strategist Publications  (ex. Who's buying by age / generation)

• Kelley, L. D. (2012).   Advertising media planning: a brand management approach    (3rd ed.). Armonk, N.Y: M.E. Sharpe.
• Handbook of marketing scales: multi-item measures for marketing and consumer behavior research  . (2011). (3rd ed.). Thousand Oaks, Calif: SAGE. Other works by  Bearden .
• Developments in Human Observation Methodologies.  (2007). . Bradford, England: Emerald Group Publishing. (E-book Central)
• Jeffery, M. (2010).  Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know . Hoboken, N.J: John Wiley.  (E-book Central)
• Hajli, & Hajli, Nick. (2015).  Handbook of research on integrating social media into strategic marketing  (Advances in marketing, customer relationship management, and e-services (AMCRMES) book series).  (EBSCO ebook)
• Hamersveld, Bont, Hamersveld, Mario van, & Bont, Cees de. (2007).  Market research handbook  (5th ed.). Chichester, West Sussex, England ; Hoboken, N.J..: John Wiley & Sons. (E-book Central)
• The handbook of online and social media research : tools and techniques for market researchers   New York : Wiley, 2010.
• Handbook of research on digital media and advertising : user generated content consumption  Hershey, PA : Information Science Reference, c2011. Single user only.
•   Marketing Metrics: The Definitive Guide to Measuring Marketing Performance  . (2010). (2nd ed.). Upper Saddle River, N.J: FT Press.
• Katz, H. E. (2010).   The media handbook a complete guide to advertising media selection, planning, research, and buying . Communication series (4th ed.). New York: Routledge. (E-Book Central)
• Sissors, J. Z., (2010).   Advertising Media Planning   (7th ed.). New York: McGraw-Hill. (E-Book Central). **   This book was purchased for single user access; only one person at a time can view it.
• Sterne, J. (2010).   Social media metrics how to measure and optimize your marketing investment . Hoboken, N.J: Wiley. (E-Book Central).
• VALS (Values, Attitudes, and Lifestyles)   By Strategic Business Insights, this measurement tool based on psychographic segmentation is used in marketing to define targets.
• Wenzel, A. M. (2012).   The entrepreneur’s guide to market research.   The entrepreneur’s guide. Santa Barbara, Calif: Praeger.

Qualitative & Quantitative

• Altheide, D. L. (2013).   Qualitative media analysis  (2nd ed.). Thousand Oaks, Calif: Sage Publications.
• Beuving, J., & Vries, G. (2015).  Doing qualitative research : The craft of naturalistic inquiry . (Ebook Central)
• Brennen, B. (2012).   Qualitative research methods for media studies   New York: Routledge.
• Daymon, C. (2011).  Qualitative research methods in public relations and marketing communications  (2nd ed.). New York, NY: Routledge. (Ebook Central). **  This book was purchased for single user access; only one person at a time can view it.
• Flick, U., Kvale, S., Angrosino, M., Barbour, R., Banks, M., Gibbs, G., & Rapley, T. (2007).   The Sage qualitative research kit  . London: SAGE.
• Gubrium, J. (2012).   The Sage handbook of interview research : The complexity of the craft   (2nd ed.). Thousand Oaks: SAGE.
• The handbook of media and communication research qualitative and quantitative methodologies.  (2012) (2nd ed.). London ; New York: Routledge. (Ebook Central). **  This book was purchased for single user access; only one person at a time can view it.
• Kvale, S. (2009).   InterViews : Learning the craft of qualitative research interviewing   (2nd ed.). Los Angeles: Sage Publications.
• Lincoln, Y. S. (1985).   Naturalistic inquiry  . Beverly Hills, Calif: Sage Publications.
• Merriam, S. B. (2009).   Qualitative research : A guide to design and implementation   San Francisco, Calif: Jossey-Bass.
• Moisander, J. (2006). Qualitative Marketing Research a Cultural Approach. London: SAGE. (Ebook Central).  Jan 18 replacement ordered
•   The Sage handbook of qualitative research     (2011). (4th ed.). Thousand Oaks: Sage.
• Reynolds, Woods, Baker, Reynolds, Rodney A, Woods, Robert, & Baker, Jason D. (2007).   Handbook of research on electronic surveys and measurements  . Hershey, PA: Idea Group Reference.
• Stake, R. E. (2010).   Qualitative research : Studying how things work   New York: Guilford Press.
• Wrench, J. S. (2013).     Quantitative research methods for communication : A hands-on approach     . New York: Oxford University Press.
• Rea, L. M. (2014).  Designing and conducting survey research a comprehensive guide  (Fourth edition). San Francisco, CA: Jossey-Bass. .(Ebook Central) ** This book was purchased for single user access; only one person at a time can view it.
• Bradburn, N. M. (2004).     Asking questions : The definitive guide to questionnaire design : For market research, political polls, and social and health questionnaires   (Rev. ed.). San Francisco: Jossey-Bass.
• Sudman, S. (1996).   Thinking about answers : The application of cognitive processes to survey methodology  (1st ed.). San Francisco: Jossey-Bass Publishers.
• Beatty, A., National Research Council (U.S.).  Studying Media Effects on Children and Youth Improving Methods and Measures, Workshop Summary. Washington, D.C: National Academies Press. (E-Book Central)
• Berger, A. A. (2012).   Media analysis techniques  (4th ed.). Thousand Oaks, Calif: Sage.
• Berger, A. A. (2014).   Media and communication research methods : An introduction to qualitative and quantitative approaches   (Third edition). Los Angeles: SAGE.
•   Changing media markets in Europe and abroad : New ways of handling information and entertainment content   (2006). Series on international media research. New York: Pabst Science.
• Cohen, J. (1995).  Through the media looking glass : Decoding bias and blather in the news . Monroe, Me: Common Courage Press.
• International Media Research a Critical Survey.  (1998).  London: Routledge. (E-Book Central)
• Jamieson, K., & Campbell, K. (2006).  The interplay of influence : News, advertising, politics, and the internet  (6th ed.). Belmont, CA: Wadsworth. General Stacks   P94 .J34 2006  
• Jensen, & Jensen, Klaus Bruhn. (2012).  The handbook of media and communication research qualitative and quantitative methodologies  (2nd ed.). London ; New York: Routledge. (E-Book Central)
• Orlik, P. B. (2008).   Electronic media criticism : Applied perspectives  (3rd ed.). New York: Routledge/Taylor and Francis Group.
• Taylor, P. A. (2008).  Critical Theories of Mass Media Then and Now.  Maidenhead, Berkshire, England: McGraw Hill/Open University Press.  (E-Book Central)
• The     The SAGE handbook of media processes and effects   (2009). . Los Angeles: SAGE.
• The   The SAGE handbook of media studies  . (2004). . Thousand Oaks, Calif: Sage Publications.
• Sparks, G. G. (2013).   Media effects research : A basic overview   (4th ed.). Australia ; Boston, MA: Wadsworth Cengage Learning.
• Tovares, R. D. (2010).     How to write about the media today    . Santa Barbara, Calif: Greenwood.
• Volkmer, I. (2012).   Handbook of global media research   (1st ed.). Hoboken, N.J: Wiley-Blackwell.
• Ward, J., & Hansen, K. (1997).  Search strategies in mass communication  (3rd ed.). New York: Longman. Print. Reference Stacks   P91.3 .W37 1997. 
• Wimmer, R. D. (2011).   Mass media research : An introduction  (9th ed.). Boston, Mass: Cengage- Wadsworth.

Click on a subject phrase to find books and videos with that subject that are available in the IC Library

• Advertising media planning.
• Advertising--Research.
• Amusements--United States--Statistics.
• Communication Methodology
• Communication Research Methodology
• Consumer behavior--United States--Statistics.
• Commercial products--United States--Statistics.
• Consumers' preferences--United States--Statistics.
• Consumers--United States--Statistics.
• Content analysis (Communication)
• Data mining
• Demographic surveys.
• Focus groups.
• Generation Y--United States--Statistics.
• Home entertainment industry--United States--Statistics.
• Internet research.
• Interviewing in marketing research.
• Journalism--Objectivity.
• Market surveys
• Marketing research.
• Marketing research--Statistical methods
• Mass media--Objectivity.
• Mass media--Research
• Mass media--Research--Methodology.
• Motion picture industry--United States--Statistics.
• Older people--United States--Statistics.
• Organization--Research.
• Organization-Research-Methodology
• Organizational behavior--Research--Methodology.
• Population--Statistics.
• Quantitative research.
• Questionnaires.
• Recreation--United States--Statistics.
• Scaling (Social sciences)
• Social sciences--Methodology
• Social sciences--Research--Methodology
• Social sciences--Statistical methods   This links to the subject heading "statistical methods" in the library's catalog.
• Social sciences--Statistical methods--Computer programs.   Links to help books on statistical software packages.
• Social surveys--Methodology.
• Teenage consumers.
• Young adult consumers--United States--Statistics.
• Young consumers--United States--Statistics.
• Youth--United States--Statistics.

Cathy Michael