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Variables are fundamental elements in communication research methods because they represent the characteristics, attributes, or conditions that researchers observe, measure, and analyze to understand communication processes and effects. A variable is any concept that can take different values, such as age, media exposure, attitude, message framing, audience perception, or communication behavior. By identifying variables clearly, researchers are able to transform abstract communication concepts into measurable components, making systematic investigation possible. Variables help in ___ _____ ______ __________ _______ _______ _________ ___ ____ ______.
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