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Media Research Techniques
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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.


 
PART ONE: RESEARCH PROJECTS
 
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

 
 
Experiments
Humor

 
 
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

 
 
PART TWO: WRITING AND THINKING
 
Writing with Style
 
Avoiding Common Writing Errors
 
Avoiding Common Reasoning Errors
 
Writing a Research Report

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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.