The Basics of Media Research
Book
Paperback/Softback
496 pages
978-0-495-00356-4 (ISBN)
Description
THE BASICS OF MEDIA RESEARCH provides an applied approach to research in mass communication with contemporary examples from media and market research and expanded coverage of focus groups and online methods of data collection.
More details
Language
English
Place of publication
Belmont, CA
United States
Publishing group
Cengage Learning, Inc
Target group
College/higher education
Dimensions
Height: 246 mm
Width: 189 mm
Thickness: 20 mm
Weight
1700 gr
ISBN-13
978-0-495-00356-4 (9780495003564)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Content
Part One: THE LOGIC OF MEDIA RESEARCH. 1. An Introduction to Social Inquiry and Media Research. 2. Theory, Research, and Why Concepts Matter. 3. The Ethics and Politics of Media Research. Part Two: THE RESEARCH PROCESS. 4. Research Design. 5. Conceptualization Explication: How to Get from an Idea to a Research Project. 6. Indices, Scales, and Typologies. 7. What 1,000 Respondents Tell Us About 290 Million Americans?The Logic of Sampling. Part Three: TOOLS OF MEDIA RESEARCH. 8. Experiments. 9. Survey Research. 10. Online Data Collections. 11. Focus Groups and Other Qualitative Methods. 12. Content Analysis and Other Forms of Unobtrusive Research. Part Four: DATA ANALYSIS AND PRESENTATION. 13. Qualitative Data Analysis. 14. Quantitative Data Analysis. 15. Understanding Social Research and Conveying It to Lay Audiences and Clients. Appendices: A. Random Number Table. B. Distribution of Chi-Square. C. Normal Curve Areas. D. Margin of Error.