Qualitative and Quantitative Methods
Featuring 48 succinct chapters on communication research, the guide navigates qualitative and quantitative methods while outlining research paradigms and essential techniques. It presents practical strategies, clear examples, and engaging activities that explore social issues and challenge marginalizing norms.
How to Conduct Communication Research: Qualitative and Quantitative Methods features 48 short, digestible chapters that cover the most essential and practical information students need to know to better understand various approaches and methods for conducting research. Students learn how to use tools from both qualitative and quantitative research methods to maximize their ability to make claims about the world. For instructors, the range of methods and the length of chapters allow flexibility to pick and choose those they wish to focus on. Readers are introduced to research paradigms and the foundations of communication research In Parts I and II, to qualitative methods in Part III, and to quantitative methods in Part IV. Each chapter provides a short preview, main concepts and key terms, user-friendly guiding examples, and strategies for overcoming common obstacles. Examples and activities throughout the book reflect social issues and demonstrate how conducting communication research can explain related outcomes, help students understand what different experiences are like, and disrupt social norms that serve to marginalize and disenfranchise groups of people. Appropriate for any course level, How to Conduct Communication Research is the ideal, accessible textbook and resource for today's students.