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Author Berger, Arthur Asa, 1933-
Title Media research techniques / Arthur Asa Berger.
Imprint Thousand Oaks, Calif. : SAGE Publications Inc., [1998]
Edition Second edition.

Subject Mass media -- Research -- Methodology.
Description 1 online resource (viii, 175 pages) : illustrations
Edition Second edition.
Bibliography Note Includes bibliographical references and indexes.
Contents Guided research projects -- Research logs -- Content analysis: newspaper comics pages -- Survey interviews: media utilization -- Social roles: television soap opera characters -- Depth interviews: favorite singers and records -- Rhetorical analysis: magazine advertisments -- Library research: audiences of radio talk shows -- Focus groups: reasons for attending films -- Experiments: humor -- Participant observation: video game players -- Historical research: images of shopping malls in the popular press -- Comparative analysis: images of Disneyland (and Disney World) in the American popular and scholarly press -- Writing with style -- Avoiding common writing errors -- Avoiding common reasoning errors -- Writing a research report -- References -- Name index -- Subject index -- About the author.
Summary "Arthur Asa Berger's essential guide to undertaking applied or practical research in media studies is designed to provide introductory techniques that allow students to engage immediately in their own research projects. In so doing, students learn various ways of conducting communication research both in theory and practice. In response to suggestions from users of the First Edition, Berger has added new chapters in each of the following areas: experimentation, historical research, comparative research and participant observation"--Publisher's description.
Access Use copy Restrictions unspecified star
Owing to Legal Deposit regulations this resource may only be accessed from within National Library of Scotland. For more information contact
Reproduction Electronic reproduction. [S.l.] : HathiTrust Digital Library, 2010.
System Details Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002.
Note Description based on online resource; title from electronic title page (ProQuest Ebook Central, viewed January 10, 2018).
ISBN 9781452251264 (electronic bk.)
1452251266 (electronic bk.)
9781452243160 (electronic bk.)
1452243166 (electronic bk.)
9780761915362 (hardcover : alk. paper)
0761915362 (hardcover : alk. paper)
9780761915379 (paperback : alk. paper)
0761915370 (paperback : alk. paper)
OCLC # 808376179
Additional Format Print version: Berger, Arthur Asa, 1933- Media research techniques. 2nd ed. Thousand Oaks : Sage Publications, ©1998 0761915362 (DLC) 97045406 (OCoLC)38061524