The action theoretical approach has already proved its value as a framework for communication research, most especially in the study of media audiences and medi

Approaches to conducting advertising, mass-media audiences, and mass-media efficiency research in organizational and development contexts are detailed in this r

A Handbook of Media and Communication Research presents qualitative as well as quantitative approaches to the study of media and communication, integrating pers

The Routledge Handbook of Applied Communication Research provides a state-of-the-art review of communication scholarship that addresses real-world concerns, iss

While many volumes discuss qualitative methods, only Qualitative Communication Research Methods focuses on the history and diversity of their use within the com