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Case study and survey research represent two significant approaches in communication research, differing fundamentally in their purpose, scope, data collection strategies, and modes of analysis. A case study is an in-depth investigation of a single unit such as an organization, community, campaign, or individual communication event, focusing on understanding processes, meanings, and contexts. It adopts a holistic and qualitative orientation, aiming to generate rich, contextualized insights. Survey research, in contrast, is designed to gather information from a large sample of respondents to describe patterns, measure variables, or test relationships between them. It emphasizes breadth, standardization, and generalizability, often relying on quantitative data and statistical analysis. In terms of approach, a case study is exploratory and interpretive, typically guided by open-ended research questions. It seeks to answer “how” and “why” questions, uncovering underlying dynamics rather than merely documenting frequencies or correlations. It often employs ______ __________ ______ ____ __________ _________ _________ _________ ______ _______ ____.
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