Master's Theses

Document Type

Thesis - campus only access

Date of Award

Fall 2004

Degree Name

Master of Science (MS)


Communication Studies


Carol Haggard


Previous research yielded much in the way of analyzing various communication methods. However, little research had been conducted on individuals' preferences of communication methods as used by an organization to which they belong. The gap in this research held several opportunities for organizations, specifically non-profit, member-based organizations, to increase communication effectiveness and meet the needs of the organization's membership. A survey of communication methods was conducted using 598 members of a rural Chamber of Commerce. The individuals, who came from a variety of business sizes and types, were asked to rank the importance as well as their preferences of various communication mediums. The findings leaned toward preferences of electronic communication, specifically email. The author applied the findings to Social Presence Theory and Media Richness Theory. The survey results disproved the former and supported the latter.


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Copyright 2004 Allison Sosa

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