Berger, Arthur Asa,  1933- <br/><br/>
Media and communication research methods :  an introduction to qualitative and quantitative approaches / 
Arthur Asa Berger, San Francisco State University. 
 - Fourth Edition. 
 - xvii, 417 pages :  illustrations ;  23 cm 
<br/><br/> Revised edition of the author's Media and communication research methods, 2014. 
<br/><br/>Includes bibliographical references (pages 401-408) and index. 
<br/><br/>Preface 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. 
<br/><br/> The latest edition of this popular student guide to doing research in media and communication studies.  "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.  
<br/><br/><label>ISBN: </label>9781483377568 (pbk. : acidfree paper) 
<br/><br/><label>LCCN: </label>2015028126 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Mass media--Research--Methodology.<br/>Communication--Research--Methodology.
<br/><br/><label>LC Class. No.: </label>P91.3  / .B385 2016 
<br/><br/><label>Dewey Class. No.: </label>302.230721/B45