Methodological diversity and integration in health communication inquiry

Gary L. Kreps

Research output: Contribution to journalArticle

18 Citations (Scopus)

Abstract

Research on health communication is complicated by myriad individual, organizational, and societal factors that influence health-related decisions and behaviors, making it difficult to control for secular trends (uncontrolled social and environmental influences) that affect health care and health promotion practices. Sophisticated research on health communication must take into account the numerous situational, psychological, and societal factors to fully examine the often hidden dynamics of health care and health promotion. This essay examines major research challenges, strategies, and opportunities for making sense of the complexities of health communication processes, recommending the power of methodological diversity and integration for health research.
Original languageEnglish
Pages (from-to)285-291
Number of pages7
JournalPatient Education and Counseling
Volume82
Issue number3
DOIs
Publication statusPublished - 2011
Externally publishedYes

Keywords

  • Methodological diversity
  • Multimethodological designs
  • Qualitative analysis
  • Quantitative analysis
  • Research methods

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