Abstract
This article examines the ways that qualitative inquiry, especially when used in concert with quantitative inquiry in multimethodological designs, can contribute to the research challenges of health care and health promotion. It explores methodological diversity in health communication research and illustrates how survey, textual analytic, and ethnographic research are utilized in health communication research. The article concludes with a discussion of how multimethodological research designs have been successfully employed to examine complex health communication models, theories, and processes.
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