Communication Research Primer
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Communication Research Primer:
Measuring and Evaluating Organizational Communication
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by Joey Reagan, Ph.D.
Zero in on your target audience and motivate them to take action. From measuring campaign effectiveness to copy testing and gathering basic information, you'll learn the analytic approach to communication. This primer takes you step-by-step through independent research projects to collect your own information. You'll also develop greater facility with the research studies of others and be able to apply these resources in more meaningful ways.
Discover:
- How to develop research questions.
- Qualitative and quantitative research designs.
- Effective data-gathering techniques.
- How to select a sample.
- Basic strategies for analysis.
- Results-driven application of conclusions.
About the researcher:
Joey Reagan, Ph.D., is a professor in the Edward R. Murrow School of Communication at Washington State University. He has consulted for media, health and governmental organizations for 25 years.
Details: 131 pages
©2002
TABLE OF CONTENTS
Topic 1: Why Do Research?
Topic 2: Informal vs. Formal Research
Topic 3: Defining the Problem
Topic 4: Focusing the Problem: Research Questions
Topic 5: Focusing the Problem: Variables and Measures
Topic 6: Research Designs: Qualitative
Topic 7: Research Designs: Quantitative
Topic 8: Data Gathering
Topic 9: Data Gathering: Questionnaires
Topic 10: Data Gathering: Variable Measurement, Scales and Indexes
Topic 11: Conducting the Study: Use a Sample?
Topic 12: Conducting the Study: How to Select a Sample
Topic 13: Conducting the Study: Calculating Sampling Error and Sample Size
Topic 14: Conducting the Study: Administration
Topic 15: Basics of Analysis: Dealing with Data
Topic 16: Basics of Analysis: Types of Analysis
Topic 17: Significance, Explanation and Advanced Analyses
Topic 18: Applying Results
Topic 19: Essence of a Good Report
Topic 20: Getting Help from Consultants
Topic 21: Other Information Sources
Appendix A: REI Questionnaire
Appendix B: Sample Telephone Questionnaire
Appendix C: Sample Methodology Section of Report
About the Researcher
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