title: Methodological diversity and integration in health communication inquiry.
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.
authors.affiliation: Center for Health and Risk Communication, George Mason University, Fairfax, VA 22030-4444, USA. gkreps@gmu.edu
authors.forename: Gary L
authors.initials: GL
authors.lastname: Kreps
mesh_terms: D018864:Cultural Diversity; D058015:Health Communication; D006293:Health Promotion; D006302:Health Services Research / Q000379:methods; D006801:Humans; D012107:Research Design