Strategic Communication Research In The Age of Ai Quantitative and Qualitative Methods

Combining and augmenting quantitative and qualitative methods with the latest digital tools and resources, this research methods book equips students to conduct, analyze, and present meaningful research in advertising, marketing, and public relations disciplines. This book serves as a comprehensive guide for communication students and professionals to learn the fundamentals of research, including problem definition, literature review, research design, data collection, data analysis, and interpretation. It also covers how to conduct research in the age of AI-powered tools. With a growing demand for strategic communication professionals skilled in research and new technology, this book fills a void by providing students with the knowledge and skills they need to conduct effective research projects for class and future jobs.