Young Joon Lim

Strategic Communication Research in the Age of AI

Quantitative and Qualitative Methods

• Broschiertes Buch

Produktbeschreibung

Combining and augmenting quantitative and qualitative methods with the latest digital tools and resources, this research methods book equips students to conduct, analyze, and present meaningful research in advertising, marketing, and public relations disciplines.

Produktdetails

• Verlag: Rowman & Littlefield Publishers
• Seitenzahl: 320
• Erscheinungstermin: 5. November 2024
• Englisch
• ISBN-13: 9781538197875
• ISBN-10: 1538197871
• Artikelnr.: 70828546

Autorenporträt

Young Joon Lim isassociate professor of communication research and public relations at the University of Texas Rio Grande Valley. He earned his Ph. D from the E.W. Scripps School of Journalism at Ohio University. He has experience in insurance sales, news reporting, and public relations for the defence industry and author of Public Relations: A Guide to Strategic Communications and SilverComm: Marketing Practices and Messages for the Age of Aging.

Inhaltsangabe

Chapter 1: An Introduction to Research in Strategic Communication
Chapter 2: Foundations of Strategic Communication Research
Chapter 3: Ethical Considerations in Research
Chapter 4: Sampling Techniques
Chapter 5: Survey Design and Implementation
Chapter 6: Qualitative Research Methods
Chapter 7: Applications of Qualitative Research
Chapter 8: Quantitative Research Methods
Chapter 9: Statistical Analysis
Chapter 10: Inferential Statistics
Chapter 11: Advanced Data Analysis Techniques
Chapter 12: Experimental Research
Chapter 13: Content Analysis
Chapter 14: Reporting and Presenting Research Findings
References
Index
About the Author