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Author Priest, Susanna Hornig.

Title Doing media research : an introduction / Susanna Hornig Priest ; illustrations by Scott McCullar.

Published Thousand Oaks, Calif. : Sage Publications, [1996]


Location Call No. Status
 UniM Bail  302.23072 PRIE    AVAILABLE
 UniM Southbank  302.23072 Pri /0001 acn:94656    AVAILABLE
Physical description xxviii, 265 pages : illustrations ; 25 cm
Bibliography Includes bibliographical references (pages 235-236) and index.
Contents 1. A Philosophy of Social "Science" -- 2. Anthropology and the Range of Human Experience -- 3. Psychology and the Experimental Method -- 4. Sociological Study of Organizations and Institutions -- 5. Developing a Research Question -- 6. Counting: A Quantitative Methods Primer -- 7. Interpreting: Introducing Qualitative Methods -- 8. Describing a Data Set -- 9. From Sample to Population -- 10. Testing Hypotheses -- 11. Explorations -- 12. Qualitative Research Revisited -- 13. Writing Descriptive Summaries -- 14. Research Horizons -- 15. Writing the Research Report.
Summary Written in a straightforward and engaging style, this innovative textbook explains fully both qualitative and quantitative methods used in communication research.
Doing Media Research guides the reader step-by-step through media research methodology. To facilitate a thorough understanding of the purpose and theories behind the various methodological approaches, the book is divided into four sections. Part One lays out the foundations to each approach, Part Two describes the types of research questions and data collection required, Part Three details a range of quantitative approaches, and Part Four examines qualitative methods. The author concludes with a discussion of special considerations for current media research.
Subject Mass media -- Research -- Methodology.
Social sciences -- Methodology.
ISBN 080397292X (cloth : alk. paper)
0803972938 (paperback: alk. paper)