Zusammenfassung

The aim of this article is to elaborate some additional attributes that further define the nature of applied communication research. Applied communication research concerns itself with issues beyond those of basic communication research. To an applied communication researcher, the adequacy of an independent variable is measured not soley by its explanatory and predictive capacity but also by three attributes typically not important in basic research. The said attributes include the capacity of the independent variable to be manipulated, the cost and benefit of manipulating the independent variable, and the ethical and legal consequences of manipulating the independent variable.

https://doi.org/https://doi.org/10.1080/00909889109365313