Advancing Health Communication Research

Issues and Controversies in Research Design and Data Analysis

Authored by: Ilona Fridman , Brian G. Southwell , Marco Yzer , Michael T. Stephenson

The Routledge Handbook of Health Communication

Print publication date:  September  2021
Online publication date:  September  2021

Print ISBN: 9780367488956
eBook ISBN: 9781003043379
Adobe ISBN:


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This chapter highlights issues and controversies in health communication research stemming from a view of health communication as comprising processes through which an individual or an audience engages, either directly or indirectly, information that can influence health-relevant beliefs and behavior, regardless of whether that information was or was not intended to affect health outcomes. The chapter explores four themes of importance for health communication researchers in recent years and into the foreseeable future: measurement problems related to key variables, machine learning, issues in model development and testing, and statistical issues.

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