Berger, Arthur Asa <br/><br/>
Media research techniques 
Arthur Asa Berger 
 - 2nd ed. 
 - Thousand Oaks :  Sage Publications,  c1998. 
 - viii, 175 p. :  ill. ;  23 cm. 
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<br/><br/>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 records -- Rhetorical analysis: magazine advertisments -- 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 Disney World) in the American popular and scholarly press -- Writing with style -- Avoiding common writing errors -- Avoiding common reasoning errors -- Writing a research report -- References -- Name index -- Subject index -- About the author. 
<br/><br/> With new chapters on experimentation, historical research comparative research and participant observation, this second edition of Media Research Techniques will enable beginners to plan and implement research in communications studies. 
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<br/><br/><label>ISBN: </label>0761915370 
<br/><br/><label>LCCN: </label>97045406 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Mass media--Research--Methodology<br/>Social sciences--Media Studies<br/>Methodology<br/>Research methodology
<br/><br/><label>Dewey Class. No.: </label>302.23/072