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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

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ISBN: 9780761915379

ISBN: 9780761915362

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