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Synopsis
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.
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About the Author
Young Joon Lim is professor of communication research and public relations at the University of Texas Rio Grande Valley. He has experience in insurance sales, news reporting, and public relations for the defense industry and author of Public Relations: A Guide to Strategic Communications and coauthor of SilverComm: Marketing Practices and Messages for the Age of Aging.
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Strategic Communication Research in the Age of AI: Quantitative and Qualitative Methods
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Strategic Communication Research in the Age of AI
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Bloomsbury Publishing Plc, US, 2024
ISBN 10: 1538197871
ISBN 13: 9781538197875
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Paperback. Condition: New. This comprehensive integrated research methods guide equips students and researchers to conduct effective studies in the evolving field of strategic communication. The book covers the entire research process, from formulating research questions to analyzing data and presenting findings, with a particular focus on navigating the complexities of AI and social media integration.While numbers and statistics can be daunting to students, integrating statistical methods with traditional approaches allows for more robust research projects and impactful findings. Augmenting quantitative and qualitative methods with the latest digital tools and resources, Strategic Communication Research in the Age of AI is an accessible guide to researching traditional and social media, public relations, advertising, and marketing communication.Features:Comprehensive Coverage: The book addresses all essential elements of strategic communication research, including research design, methodologies (quantitative, qualitative, experimental, content analysis), data collection and analysis (including AI tools), statistical analysis (descriptive and inferential), and ethical considerations.Focus on AI and Social Media: It emphasizes the growing role of AI and social media in communication research, providing practical guidance on leveraging these tools for research tasks like data collection, sampling, analysis, and presentation.Student-Friendly Approach: The book is designed for students with clear explanations, step-by-step examples, chapter summaries, and key questions to reinforce understanding. It incorporates real-world scenarios and case studies to illustrate research concepts in action.Strong Foundation in Statistics: Dedicated chapters introduce both descriptive and inferential statistics, explaining key concepts and formulas relevant to strategic communication research.Focus on Writing and Presentation: The book provides clear guidelines for writing research papers in APA style, including structure, citation techniques, and best practices for presenting research findings. It highlights the importance of clear communication and effective presentation in the digital age.Instructor Resources: Lecture slides and test materials are available on the publisher's website. Seller Inventory # LU-9781538197875
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Strategic Communication Research in the Age of AI (Paperback)
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ISBN 10: 1538197871
ISBN 13: 9781538197875
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Paperback. Condition: new. Paperback. This comprehensive integrated research methods guide equips students and researchers to conduct effective studies in the evolving field of strategic communication. The book covers the entire research process, from formulating research questions to analyzing data and presenting findings, with a particular focus on navigating the complexities of AI and social media integration.While numbers and statistics can be daunting to students, integrating statistical methods with traditional approaches allows for more robust research projects and impactful findings. Augmenting quantitative and qualitative methods with the latest digital tools and resources, Strategic Communication Research in the Age of AI is an accessible guide to researching traditional and social media, public relations, advertising, and marketing communication.Features:Comprehensive Coverage: The book addresses all essential elements of strategic communication research, including research design, methodologies (quantitative, qualitative, experimental, content analysis), data collection and analysis (including AI tools), statistical analysis (descriptive and inferential), and ethical considerations.Focus on AI and Social Media: It emphasizes the growing role of AI and social media in communication research, providing practical guidance on leveraging these tools for research tasks like data collection, sampling, analysis, and presentation.Student-Friendly Approach: The book is designed for students with clear explanations, step-by-step examples, chapter summaries, and key questions to reinforce understanding. It incorporates real-world scenarios and case studies to illustrate research concepts in action.Strong Foundation in Statistics: Dedicated chapters introduce both descriptive and inferential statistics, explaining key concepts and formulas relevant to strategic communication research.Focus on Writing and Presentation: The book provides clear guidelines for writing research papers in APA style, including structure, citation techniques, and best practices for presenting research findings. It highlights the importance of clear communication and effective presentation in the digital age.Instructor Resources: Lecture slides and test materials are available on the publishers website. 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. This item is printed on demand. Shipping may be from multiple locations in the US or from the UK, depending on stock availability. Seller Inventory # 9781538197875
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