Strategic Communication Research in the Age of AI: Quantitative and Qualitative Methods

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.

Young Joon Lim is associate 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 defense industry and author of Public Relations: A Guide to Strategic Communications and SilverComm: Marketing Practices and Messages for the Age of Aging.