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Describe your general area of interest in communication. For example, Advertising, Public Relations, Crisis Communication, Corporate Communication, Government Public Affairs, Tourism, Health Communication, Cross-Cultural Communication, International Communication, Event Communication and so on... Ad Advertising - Crisis Communication Tourism Next, specify the topic of your interest while narrowing your general area of interest in communication. For example: In advertising, you may be interested in using interactive games (available on different platforms such as Sony PlayStation, Nintendo Wii etc.) to reach out to games enthusiasts to advertise products. Advertising Make up Siphora Tourism - l'ausam and Building. Next, workout some constructs regarding your topic of interest. For example: game junkie, highly motivated to play games, fun lovers, mundane activities, hedonistic activities etc. These concepts may not be directly observed and may be explained only in the related context. For example, game junkie is a term typically used for those who play interactive games all the times. Provide operational definition(s) of your selected constructs. For example, what is the operational meaning of "game junkie" in the context of interactive games? This will allow you to label people as "game junkies" with equal attributes. For example, Game Junkie is a person who own his or her own game console, owns over 15 games, and spends over 3 hour a day to play interactive games. This way, you create a consistency in the definition. Go to next page-> Coin some variables within the scope of your topic of interest. Please make sure that these variables MUST be measured in some shape or form. In other words, a variable must be able to take on different values. For example, "attitude toward ads in video games" or "favorable response toward video games ads "time spent playing interactive games" "own gaming console" Measuring Value for "own gaming console" = Yes or No Now, make a distinction between different types of variables that you selected into two broad variable categories i.e. independent and dependent variables. Type of Variable Independent Variable may also known as Predictor /Antecedent Dependent Variable or Criterion Go to the Next page Description Example: Time spent playing interactive games Example: Positive attitude toward ads placed within interactive games 3