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Media Research Methods : Measuring Audiences, Reactions and Impact - Barrie Gunter

Media Research Methods

Measuring Audiences, Reactions and Impact

Paperback

Published: 1st December 1999
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In this book, Barrie Gunter provides a broad overview of the methodological perspectives adopted by media researchers in their attempt to derive a better understanding of the nature, role and impact of media in society.



By tracing the epistemological and theoretical roots of the major methodological perspectives, Gunter identifies the various schools of social scientific research that have determined the major perspectives in the area. Drawing a distinction between quantitative and qualitative methods, he discusses the relative advantages and disadvantages of each approach, and examines recent trends that signal a convergence of approaches and their associated forms of research.





The unique strength of this book is that it discusses the theoretical underpinnings of media research methodologies, and thereby presents a deeper discussion of methodologies than simply whether or not they offer techniques that generate reliable data.

Evolving Theoretical Background of Media Research
Overview of Media Research Methodologies
Audiences
Overview of Media Research Methodologies
Media Output
Measuring Media USAGE and Exposure
Measuring Affective Responses to Media
Measuring Cognitive Responses to Media
Attention and Comprehension
Measuring Cognitive Impact of Media
Measuring Behavioural Impact of Media
From Association to Causation
Table of Contents provided by Ingram. All Rights Reserved.

ISBN: 9780761956594
ISBN-10: 076195659X
Audience: Tertiary; University or College
Format: Paperback
Language: English
Number Of Pages: 320
Published: 1st December 1999
Publisher: SAGE Publications Inc
Country of Publication: US
Dimensions (cm): 22.23 x 15.24  x 2.54
Weight (kg): 0.5