ABSTRACT
This chapter describes specific communication research using quantitative methodologies: Surveys, Content analysis and Experiments. Surveys are not only the most common technique for researching mass communication, but one of the most familiar methods for nearly any research purpose. Surveys are the basis of television and radio ratings. They are used to collect the data used to report voters’ preferences in an election and the popularity of officials once they are elected. Surveys are a popular way of gathering information, but they also can be a resource-intensive way of collecting it because for a survey to be worthwhile it must include a fairly large number of responses. The fundamental difference between qualitative and quantitative research is what “counts” as evidence or data – a term that may be taken literally. Communication research, whether from a quantitative perspective or positivist perspective or a more qualitative or interpretive perspective seeks to provide the evidence that supports a researcher’s claims.
