Berger, Arthur Asa,    1933- <br/><br/>
Media research techniques / 
Arthur Asa Berger. 
 - 2nd ed. 
 - Thousand Oaks :  Sage Publications,  1998. 
 - viii, 175 p. :    ill. ;    24 cm. 
<br/><br/>Includes bibliographical references(p. 167-168) and indexes. 
<br/><br/>Guided research projects -- Research logs -- Content analysis: newspaper comics pages -- Survey interviews: media utilization -- Social roles: television soap opera characters -- Depth interviews: favorite singers and records -- Rhetorical analysis: magazine advertisments -- Library research: audiences of radio talk shows -- Focus groups: reasons for attending films -- Experiments: humor -- Participant observation: video game players -- Historical research: images of shopping malls in the popular press -- Comparative analysis: images of Disneyland (and Disney World) in the American popular and scholarly press -- Writing with style -- Avoiding common writing errors -- Avoiding common reasoning errors -- Writing a research report -- References -- Name index -- Subject index -- About the author.  
<br/><br/><label>ISBN: </label>0761915370 
<br/><br/><label>LCCN: </label>97045406 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Mass media--Research.
<br/><br/><label>LC Class. No.: </label>P91.3   /  .B386 1998