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Media Research Techniques

Media Research Techniques

Second Edition

May 1998 | 184 pages | SAGE Publications, Inc
The first edition was praised for being delightful, engaging, readable, and well-organized. Now, once again, Arthur Asa Berger continues the tradition of providing students with a clearly written, user-friendly, hands-on guide to media research techniques with the long-awaited second edition of his best-selling classic Media Research Techniques.

Leading the reader through a number of specially designed research projects (such as content analysis, surveys, focus groups, and in-depth interviews), he presents an array of interesting and practical assignments. In response to suggestions from faithful users of the first edition, Berger has added new chapters in the following areas:
  • Experimentation
  • Historical Research
  • Comparative Research
  • Participant Observation

This handy guide can be used in conjunction with texts on research methodology, or it can stand alone and be used in courses dealing with such topics as media, popular arts, and American culture and society. Practical and concise, Media Research Techniques, Second Edition is an essential tool for everyone in communication, journalism, written communication, methodology/research/gaming, and cultural studies.

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 Recordings

Rhetorical Analysis
Magazine Advertisements

Library Research
Audiences of Radio Talk Shows

Focus Groups
Reasons for Attending Films


Participant Observation
Video Game Players

Historical Research
Images of Shopping Malls in the Popular Press

Comparative Analysis
Images of Disneyland (and Disneyworld) in the American Popular and Scholarly Press

Writing with Style
Avoiding Common Writing Errors
Avoiding Common Reasoning Errors
Writing a Research Report

For instructors

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ISBN: 9781452251264

ISBN: 9780761915362

ISBN: 9780761915379

This title is also available on SAGE Knowledge, the ultimate social sciences online library. If your library doesn’t have access, ask your librarian to start a trial.