TY  - BOOK
AU  - Berger,Arthur Asa
TI  - Media research techniques
SN  - 0761915370
AV  - P91.3   .B386 1998
PY  - 1998///
CY  - Thousand Oaks
PB  - Sage Publications
KW  - Mass media
KW  - Research
N1  -  Includes bibliographical references(p. 167-168) and indexes; 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.
ER  -