Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches -2/E

In this new edition, Arthurs Asa Berger employes his signature style- a practical focus, the use of numerous examples, a step-by-step approach, and humor-to update and enhance this best selling introductory text. Combining discussions of qualitative and quantitative research methods with a clear and engaging writing style, the book is ideal for beginning research students at both the graduate and ungraduated level. Key features • Comprehensiveness : from opening discussion on the nature of research to thorough treatment of the methods of textual analysis, qualitative and quantitative methods, and finally writing up research, the breadth of coverage is the hallmark of this text. • Humor : chapter-opening conversations with the author’s “Grand inquisitor” (who poses the questions about he nature of research), numerous cartoons, and references to student life use humor to make the material approachable and accessible. • New! Applications and exercises in each methods chapters: These allow students to practice and apply what they’ve learned in the chapter. • New! Fresh content throughout: new material on Culture Codes (and the work of Clotaire Rapaille), a new discussion of Janice Radway’s participant observation study, a new “How to Read Analytically” section in Chapter 2, new images, and updated statistics and references bring this mch-loved test up-to-date