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Communication Research Methods
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Focus Groups
A qualitative research method that brings together a small group of people for a guided discussion to gain insights into their perceptions and opinions about a particular topic.
Experimental Research
A method that manipulates one variable to determine if changes in one variable cause changes in another. This method establishes cause-and-effect relationships.
Ethnographic Study
A qualitative method involving the immersive observation or direct participation within a culture or social group. It offers an inside look at communication practices and rituals.
Survey Research
A quantitative method that involves asking people to answer a series of questions in a survey format. Used to gather data on people's opinions, behaviors, and social practices.
Content Analysis
A qualitative or quantitative research method focused on the content, nature, and characteristics of media messages. It's useful for studying patterns, themes, and frequencies of communication content.
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