ABSTRACT
Five different methods are presented in this chapter: content analysis, trace analysis, focused group interviews, evaluative analysis, and critical studies. Judged on the basis of published articles, content analysis is by far the most popular. Trace analysis is gradually gaining recognition in communication studies. Evaluative research is highly recommended for any large-scale communication research project. Focused group interviews, which may rightly belong to qualitative research, are now almost the daily staple for a number of advertising and telecommunication researchers. Since the end of World War II, communication scholars and professionals have created an abundance of findings and have drawn nubilous conclusions, based on a variety of theories, methods, and measures. There is a great need for critical studies to examine, to challenge, and to evaluate communication studies.
