Media and communication research methods : an introduction to qualitative and quantitative approaches
In this new edition, Arthur Asa Berger employs his signature styleùa practical focus, the use of numerous examples, a step-by-step approach, and humorùto update and enhance this bestselling introductory text. Combining discussions of qualitative and quantitative research methods with a clear and engaging writing style, the book is ideal for beginning research students at both the graduate and undergraduate level
1 online resource (xix, 295 pages) : illustrations
9780585386164, 0585386161
49569643
Part I. Getting started. What is research?
Library searches. Part II. Methods of textual analysis. Semiotic analysis
Rhetorical analysis
Ideological criticism
Psychoanalytic criticism. Part III. Qualitative research methods. Interviews
Historical analysis
Ethnomethodological research
Participant observation. Part IV. Quantitative research methods. Content analysis
Surveys
Experiments
A primer on descriptive statistics. Part V. Putting it all together. Nineteen common thinking errors to avoid
Writing research reports
Electronic reproduction, [Place of publication not identified], HathiTrust Digital Library, 2010