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Media and Communication Research: An Introduction to Qualitative and Quantitative Approaches / Edition 1

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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.

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Editorial Reviews

Communications: The European Journal of Communication Research
“Berger succeeds in describing this subject – which students often consider ‘boring stuff’ – in an original, interesting and sometimes humorous way. His personal style makes this book easy to read. Berger writes as if he is standing in front of a class, clearly explaining complex material, while telling lots of anecdotes and giving clarifying examples.”
Communications: The European Journal of Communication Research
“Berger succeeds in describing this subject – which students often consider ‘boring stuff’ – in an original, interesting and sometimes humorous way. His personal style makes this book easy to read. Berger writes as if he is standing in front of a class, clearly explaining complex material, while telling lots of anecdotes and giving clarifying examples.”
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Product Details

  • ISBN-13: 9780761918530
  • Publisher: SAGE Publications
  • Publication date: 3/21/2000
  • Edition description: Older Edition
  • Edition number: 1
  • Pages: 320
  • Product dimensions: 6.22 (w) x 9.08 (h) x 0.65 (d)

Meet the Author

Arthur Asa Berger is Professor Emeritus of Broadcast and Electronic Communication Arts at San Francisco State University, where he taught between 1965 and 2003. He has published more than 100 articles, numerous book reviews, and more than 60 books. Among his latest books are the third edition of Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches (2013), The Academic Writer’s Toolkit: A User’s Manual (2008), What Objects Mean: An Introduction to Material Culture (2009), Bali Tourism (2013), Tourism in Japan: An Ethno-Semiotic Analysis (2010), The Culture Theorist’s Book of Quotations (2010), and The Objects of Our Affection: Semiotics and Consumer Culture (2010). He has also written a number of academic mysteries such as Durkheim is Dead: Sherlock Holmes is Introduced to Sociological Theory (2003) and Mistake in Identity: A Cultural Studies Murder Mystery (2005). His books have been translated into eight languages and thirteen of his books have been translated into Chinese.

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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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