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Content Analysis is a quantitative approach to analyzing the content of media texts (e.g., articles, speeches, advertisements). It is used in mass communication to systematically evaluate the themes, style, and narratives of media content.

Focus Groups are a qualitative method involving guided group discussions to gather diverse opinions and feelings about a subject. In mass communication, they are typically used to test media content and gather audience feedback before wide release.

Grounded Theory is a research approach that involves generating theory through the analysis of data. In mass communication, it's useful for creating theoretical frameworks that explain media processes and effects.

Secondary Analysis involves analyzing data that was collected by someone else. In mass communication, researchers use this method to study patterns and trends in media content or audience behaviors based on existing datasets.

Case Study is an in-depth examination of a single instance or situation, like a media event or a particular company. In mass communication, it's used to provide detailed insights into complex media phenomena.

Cross-sectional Study involves analyzing data from a population at a specific point in time. In mass communication, it can be used to understand audience demographics and behavior at a certain moment.

Panel Study is a longitudinal research method in which data is gathered from the same participants repeatedly over a period of time. This is useful in mass communication to analyze how media influences individuals' thoughts or behaviors across different time points.

Ethnography is a qualitative research strategy where the researcher immerses themselves in a community to observe behaviors and interactions. In mass communication, it's used to understand how media is consumed in everyday life.

Validity refers to the accuracy of a measurement or the extent to which it captures what it's intended to assess. In mass communication research, validity ensures that findings genuinely reflect the phenomena being studied.

Audience Analysis is the process of examining the characteristics of an audience such as demographics, preferences, and behaviors. In mass communication, it is crucial for tailoring content and understanding the media reach.

Survey Research involves collecting data from a group of respondents about their behaviors, attitudes, or opinions, and is widely used in mass communication for audience analysis and public opinion polling.

Experimental Research is a method where variables are manipulated to determine cause-effect relationships. In mass communication, it's commonly used to test the effects of media messages on audience perceptions and behaviors.

Longitudinal Study refers to research that is conducted over a long period of time to assess changes in the variables of interest. In mass communication, it can track changes in audience habits or the impact of media over time.

Sampling refers to the process of selecting a portion of the population to represent the entire group. In mass communication research, it helps in studying audience characteristics without surveying the entire population.

Reliability in research refers to the consistency of measurements or assessments. In mass communication, reliable methods ensure that studies can be replicated with similar results across different contexts.