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Media Research Methods
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Media Research Methods
Understanding Metric and Interpretive Approaches



June 2013 | 464 pages | SAGE Publications, Inc

CourseSmart

Media Research Methods: Understanding Metric and Interpretive Approaches brings the insights of a senior theorist, methodologist, and critic to the classroom. Departing from the methods recipe approach, the text explains the reasons behind the methods and makes the connections to theory and knowledge production. Written in a conversational style, the book engages students and appeals to them as media consumers and users of research. The book takes the reader through each step of the research process, outlining the procedures, differences, strengths and limitations of metric, interpretive and the newer hybrid approaches. The text lays down a strong foundation in empirical research and problem solving, addressing metric topics of hypotheses, sampling, statistics, survey and experimental protocols and interpretive topics of textual analysis, coding, critical engagement and ethnography. A special chapter at the end of the book is a helpful guide for those readers who aspire to a research and analysis career.

 
Preface
 
Acknowledgments
 
Section I: Overview
 
1. Exploring the Mediascape
Chapter Preview

 
Introduction

 
Communication Domains

 
Understanding Methodological Differences

 
Moving On

 
Reflections

 
 
2. Mapping the Mediascape
Chapter Previw

 
Introduction

 
Four Corners of Analysis

 
Putting It Together: Friends in Social Networking Sites

 
Moving On

 
Reflections

 
 
3. Methods of Exploration: Asking Questions
Chapter Preview

 
Introduction: Primacy of the Problem

 
Preliminaries

 
The Process of Research

 
The Ethics of the Problem

 
Moving On

 
Reflections

 
 
4. Methods of Exploration: Finding Answers
Chapter Preview

 
Introduction

 
An Introduction to Empirical Methods

 
Cataloguing Methods

 
Considering Purposes Beyond Method

 
Moving On

 
Reflections

 
 
Section II: Foundations of Research Practice
 
5. From Concepts to Data
Chapter Preview

 
The Foundations of Argument in Research

 
Assumptions Prior to Data

 
Postassumptive Theory

 
Concepts and Constructs

 
Engagement, Evidence, Claim, and Trustworthiness

 
Moving On

 
Reflections

 
 
6. Research Questions and Hypotheses
Chapter Preview

 
Creating a Research Study

 
Research Questions and Hypotheses

 
Contemporary Examples

 
Implications for Developing Research Questions

 
Anticipating Institutional Review

 
Commentary on Methods and Implications

 
Moving On

 
Reflections

 
 
7. Literatures and Databases
Chapter Preview

 
Introduction

 
Metric, Interpretive, and Hybrid Literature Reviews

 
In the Beginning, For the Beginner

 
Conducting Professional, Problem-Based Literature Searches

 
The Ethics of Literature Reviews

 
Moving On

 
Reflections

 
 
Section III: Designing Protocols in Metric Research
 
8. Sampling
Chapter Preview

 
Introduction

 
Understanding Sampling

 
Sampling Methods

 
Moving On

 
Reflections

 
 
9. Statistics and Statistical Analysis
Chapter Preview

 
Introduction

 
Descriptive Statistics

 
Inferential Statistics

 
The Ethics of Analysis

 
Moving On

 
Reflections

 
 
10. Designing Surveys
Chapter Preview

 
Introduction

 
Measuring Properties: Developing Content

 
Methods of Data Collection

 
The Ethics of Survey Design

 
Moving On

 
Reflections

 
 
11. Protocols for Experiments
Chapter Preview

 
Introduction

 
Components of Experimental Design

 
Creating the Protocol

 
The Ethics of Experiments

 
Conclusion

 
Moving On

 
Reflections

 
 
Section IV: Conducting Research in the Interpretive Paradigm
 
12. Coding Text
Chapter Preview

 
Introduction to Coding Texts

 
Symbolic and Discursive Protocols

 
Elements of Content Protocols

 
Metric Coding

 
Interpretive Coding

 
Common Elements in Coding

 
Moving On

 
Reflections

 
 
13. Discursive Protocols: Creating Texts
Chapter Preview

 
Introduction

 
Producing and Coding Research Texts

 
Coding Texts: Pulling It All Together

 
Critical Question Checklist

 
Moving On

 
Reflections

 
 
14. Critical Interpretive Methods: Social Meanings and Media Texts, by Geoffrey Baym
Chapter Preview

 
Introduction

 
Goals

 
Identifying Issues and Texts

 
Selection

 
Textual Capture

 
Interpretive Reading

 
Systematic Analysis of Meaning Construction

 
Emergence and Confrontation

 
Finely Grained Examination

 
Crafting the Argument

 
Moving On

 
Reflections

 
 
15. Ethnographic Methods
Chapter Preview

 
Introduction

 
Adaptive Strategies in Ethnographic Research

 
The Ethics of Ethnography

 
Moving On

 
Reflections

 
 
16. An Excursion Into Writing
Chapter Preview

 
Introduction

 
Professional Writing

 
Background Practices: Foundational Reviews

 
Developing the Archive

 
Coding the Work

 
An Example From the Media Effects Archive

 
Closing Foundational Reviews

 
A Final Ethical Note

 
Reflections

 
 
Appendix A: A Short History of Media Innovations
 
Appendix B: One Hundred Studies
 
Glossary
 
References
 
Index
 
About the Author

This book is well written, and it nicely explains the process of researching media from the idea, asking questions, ways to find answers, and appropriate methods for researching media. The book also has two appendices that will be a very valuable help to students conducting research in media studies. However, it will also be useful to our business and PR students due to its writing style and the fact it encompasses both quantitative and qualitative research methods.

Dr Martina Topic
Leeds Business School, Leeds Beckett University
January 28, 2015

Media Research Methods: Understanding Metric and Interpretive Approaches is designed for the reader who has some knowledge on doing research and is ready to use this knowledge to design a project. This book provides sufficient details about quantitative and qualitative research methods and is filled with examples from field. This clearly written and user friendly book describes research methods in enough detail for students. I found James A. Anderson’s book essential for courses on media research methods as well as other courses in Communications.

Dr Sermin Tag Kalafatoglu
Department of Cinema and Television, Ordu University
June 6, 2014

This is clearly written and a timely text that meets the needs of those researching using different media. The "What's It All About?" sections at the beginning of each chapter are helpful to the novice, who might need more signposting to guide their understanding.

Mrs Lyz Howard
Department of Health, Health and Social Care Teaching Team
May 22, 2014

I hadn't used it at first because another one I reviewed seemed easier and offered a more general overview. The thoroughness of this one is better suited to my needs.

Dr Adrienne Shaw
Media Studies and Production, Temple University
November 1, 2013

Found another methods book better suited to my purposes.

Dr Adrienne Shaw
Media Studies and Production, Temple University
July 29, 2013

I recommend this book to students taking thier first steps into research as well as to those who are embarking on projects such as dissertations or writing their first papers. Very easy to read and understand: highly useful.

Miss Angela Rainey
School of Arts and Media, University of Teesside
June 7, 2013

An excellent compliment to the other sage publications on the Media Effects topic.

Mr Kenneth Sloane
Dept of Creative Media, Dundalk Institute of Technology
March 12, 2013

A good book for advanced research on our MA programme.

Mr Philip Cowan
Media, University of Hertfordshire
November 21, 2012
Key features
  • Investigates empirical research to provide the reader with an extensive overview of research practices while supplying real, practical instruction on how to conduct research for the classroom as well as in multiple careers and one's personal life.
  • Consistent critical perspective throughout the text allows students the ability to achieve a realistic understanding of both the accomplishments and difficulties that are part of research.
  • Each chapter starts with a brief overview and a presentation of the key topics in accessible language and the chapter ends with an analysis of the concepts presented in the chapter for their importance and implications, giving the student a deeper understanding of the issues. These valuable resources help students retain the material and reinforce the concepts learned throughout the chapter.
  • Addresses the practices of metric and interpretive research through Monte Carlo demonstrations that show the inner workings of statistical analysis and interpretive decision making.

For instructors

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