|aMedia and communication research methods :|ban introduction to qualitative and quantitative approaches /|cArthur Asa Berger, San Francisco State University.
|aLos Angeles :|bSAGE,|cc2016.
|aLos Angeles :|bSAGE,|c
|axvii, 417 pages :|billustrations ;|c23 cm
|aRevised edition of the author's Media and communication research methods, 2014.
|aIncludes bibliographical references (pages 401-408) and index.
|aPreface to the fourth edition -- Acknowledgments -- Introduction -- Getting started -- What is research? -- The research process -- Methods of textual analysis -- Semiotic analysis -- Rhetorical analysis -- Ideological criticism -- Psychoanalytic criticism -- Discourse analysis -- Qualitative research methods -- Interviews -- Historical analysis -- Ethnomethodological research -- Participant observation -- Quantitative research methods -- Content analysis -- Surveys -- Experiments -- A primer on descriptive statistics -- Putting it all together -- Nineteen common thinking errors -- Writing research reports -- Glossary -- References -- Author index -- Subject index -- About the author.
|a"Employing his signature style--a practical focus, the use of numerous illuminating examples, an easy to follow step-by-step approach, and engaging humor that makes the material approachable--Arthur Asa Berger updates and enhances his best-selling introductory text with the third edition. He combines insightful discussions of qualitative and quantitative media and communication research methods as he covers each topic thoroughly in a fun-to-read style. Ideal for beginning research students at both the graduate and undergraduate level, this proven book is clear, concise, and accompanied by just the right number of detailed examples, useful applications, and valuable exercises that are sure to get your students to want to understand, and master, media and communication research."--Publisher's website.
內容簡介top Media and Communication Research Methods 簡介 Media and Communication Research Methods, Fourth Edition is a concise and practical text designed to give students a step-by-step introduction to conducting media and communication research. Offering real-world insights along with the author signature animated style, this text makes the discussion of complex qualitative and quantitative methods easy to comprehend.Packed with detailed examples and practical exercises, theFourth Edition of this bestselling introductory text includes a new chapter on discourse analysis; expanded discussion of social media, expanded coverage of the research process, and more. Ideal for undergraduate and graduate students conducting research for the first time, this accessible text will help students understand, practice, and master media and communication research.