Media and Communication Research: An Introduction to Qualitative and Quantitative Approaches

Media and Communication Research: An Introduction to Qualitative and Quantitative Approaches

by Arthur A. (Asa) Berger
     
 

Arthur Asa Berger employs his signature style - a practical focus, the use of numerous examples, a step-by-step approach, and humor - in his latest book, Media and Communication Research Methods. Combining both qualitative and quantitative research methods, this introductory text covers the topics thoroughly and is clearly written and fun-to-read. This book

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Overview

Arthur Asa Berger employs his signature style - a practical focus, the use of numerous examples, a step-by-step approach, and humor - in his latest book, Media and Communication Research Methods. Combining both qualitative and quantitative research methods, this introductory text covers the topics thoroughly and is clearly written and fun-to-read. This book is ideal for beginning research students both at the graduate and undergraduate level because it is clear, concise, and accompanied by many detailed examples.

Product Details

ISBN-13:
9780761918523
Publisher:
SAGE Publications
Publication date:
03/21/2000
Series:
Research Methods
Pages:
320
Product dimensions:
9.52(w) x 6.82(h) x 0.83(d)

Table of Contents

Introduction
PART ONE: GETTING STARTED
What Is Research?
Library Searches
PART TWO: METHODS OF TEXTUAL ANALYSIS
Semiotic Analysis
Rhetorical Analysis
Ideological Criticism
Psychoanalytic Criticism
PART THREE: QUALITATIVE RESEARCH METHODS
Interviews
Historical Analysis
Ethnomethodological Research
Participant Observation
PART FOUR: QUANTITATIVE RESEARCH METHODS
Content Analysis
Surveys
Experiments
A Primer on Descriptive Statistics
PART FIVE: PUTTING IT ALL TOGETHER
Nineteen Common Thinking Errors to Avoid
Writing Research Reports

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