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Group 4 Assignment

The document discusses the principles of communication research, highlighting three main methodologies: quantitative, qualitative, and mixed methods. Quantitative research focuses on numerical data and statistical analysis to identify patterns, while qualitative research explores deeper meanings and motivations through unstructured techniques. Mixed methods combine both approaches for a comprehensive understanding of communication phenomena, essential for informing media organizations and policymakers.

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23 views

Group 4 Assignment

The document discusses the principles of communication research, highlighting three main methodologies: quantitative, qualitative, and mixed methods. Quantitative research focuses on numerical data and statistical analysis to identify patterns, while qualitative research explores deeper meanings and motivations through unstructured techniques. Mixed methods combine both approaches for a comprehensive understanding of communication phenomena, essential for informing media organizations and policymakers.

Uploaded by

onyangocharles946
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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CMC3209:PRINCIPLES OF MANAGEMENT IN COMMUNICATION

BY: Dr. Leah Muchemi


GROUP 4
13th January 2025

MEMBERS
1. Mulhat Hamad-CMC3/6225/2023
2. Koech Erickson CMC3/6247/2023
3. Jimistone Safari CMC3/5841/2023
4.⁠Byrone Onyango-CMC3/4632/2023
5. Alexander mukami Gertrude-CMC3/1933/2023
6. Charles Onyango -CMC3/4631/2023
7. Shanny sadiq CMC3/5954/2023
8. Alvin Wandera CMC3/4275/202
9.John Wanjku CMC3/5956/2023
10.Bromic Charles - CMC3/4780/2023

Communication research uses quantitative, qualitative, and mixed methods to investigate how
messages are created, transmitted, and interpreted. These methods provide different but
complementary ways of analyzing communication phenomena.

1.Quantitative Research
Quantitative research involves numerical data collection and statistical analysis to identify
patterns, trends, or relationships. It relies on structured tools such as surveys, experiments, and
content analysis, which allow researchers to generalize findings to larger populations.

Examples of quantitative research


1.​ Surveys:surveys may be used to measures public perceptions of government
communication strategies by distributing a standardized questionnaires to the public and
get their perception.

2.​ Experiment: tests the effectiveness of different types of advertising (emotional


advertising vs. information) can influence purchasing decisions.

3.​ Content analysis: Quantify the frequency of specific themes (e.g., gender stereotypes)
Applications in Communication Research:

1.Audience Behavior Study:


Media organizations often use quantitative surveys to understand viewing habits. For example,
one survey showed that 70% of 18-24 year olds prefer streaming platforms to traditional
television. These insights help broadcasters refine their content delivery strategies.

2.Media Effectiveness

Researchers can measure the impact of public service announcements (PSAs) by tracking
changes in behavior, such as vaccination rates, after the campaign airs. Statistical analysis will
help evaluate whether the PSA has been successful in influencing its target audience.

3.Social Media Engagement

Quantitative methods can be used to track likes, shares, and comments on social media posts to
understand what type of content generates the most engagement. For example, brands can
analyze their followers' response trends to develop better marketing strategies.
2. Qualitative Research

Qualitative research explores deeper meanings, experiences, and motivations. It uses


unstructured or semi-structured techniques such as interviews, focus groups, and ethnography to
capture the complexities of human communication. Unlike quantitative research, it emphasizes
depth over generalizability.

Examples of Qualitative Research:

1.​ In-depth Interviews: Conducting interviews with journalists to understand the ethical
challenges they face in reporting sensitive topics. Focus groups: Gather a small group of
viewers to discuss their perceptions of how women are portrayed in advertising.

2.​ Ethnography: Observe a newsroom environment to study how editorial decisions are
made.

Application in communication research

1.Understand the audience


Researchers can explore how the audience explains and responds to media information. For
example, a focus group discussion may reveal why the audience feels emotionally related to
certain TV characters. This information can help content creators develop relevant narratives.

2.Media representation research

Qualitative interviews with marginalized groups can help uncover their perspectives on how they
are portrayed in mainstream media. For example, such a study might show that certain
stereotypes in films create feelings of exclusion or misunderstanding.

3.Communication strategies during a crisis

Qualitative methods can reveal how stakeholders perceive an organization's response during a
PR crisis. For example, interviews with employees and customers can reveal their emotional
reactions to a company's apology statement.
3. Mixed Methods Research

Mixed methods combine quantitative and qualitative approaches to provide a comprehensive


view of communication phenomena. By combining digital data with detailed narratives,
researchers can address complex questions that cannot be fully answered by a single approach.

Examples of mixed methods research

1.Digital media behavior: Use surveys to measure time spent on social media
(quantitative) and follow-up interviews to understand why users engage with specific
platforms (qualitative).

2.Campaign evaluation: Analyze campaign reach using website analytics (quantitative),


then conduct focus groups to explore the emotional impact of the campaign (qualitative).

Applications in communication research

1.Measuring media activity

A study of a government anti-smoking campaign might use a quantitative survey to assess


changes in smokers and qualitative interviews to explore smokers' attitudes toward the campaign.
Combining these findings can help policymakers improve future efforts.

2.Media ethics studies

Researchers could use content analysis to quantify the prevalence of sensationalism in news
headlines (quantitative) and conduct interviews with journalists to understand the pressures that
drive such practices (qualitative).

2.Social media disinformation

Quantitative data can reveal how often misinformation is shared on a particular platform, while
qualitative interviews with users can provide insight into why they share unverified content.

Conclusion

Quantitative research provides measurable insights and models, qualitative research delves into
the deeper meanings of communication phenomena, and mixed methods combines the two to
offer a holistic perspective. Together, these approaches are essential for addressing a variety of
questions in communication and media studies.

By strategically applying these methods, researchers can uncover valuable insights that help
media organizations, policymakers, and communicators make informed decisions in today's
rapidly changing environment.

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