TY  - BOOK
AU  - Berger,Arthur Asa
TI  - Media and communication research methods: an introduction to qualitative and quantitative approaches 
SN  - 0761918531
U1  - 302.23 
PY  - 2000///
CY  - Thousand Oaks, California
PB  - Sage Publications, Inc.
KW  - Mass media
KW  - Research
KW  - Methodology
KW  - Communication
N1  - Includes bibliographical references, glossary and index; Part I: Getting started -- 1. What Is Research? -- 2. Library Searches -- Part II: Methods of Textual Analysis -- 3. Semiotic Analysis -- 4. Rhetorical Analysis -- 5. Ideological Criticism -- 6. Psychoanalytic Criticism -- Part III: Qualitative Research Methods -- 7. Interviews -- 8. Historical Analysis -- 9. Ethnomethodological Research -- 10: Participant Observation -- Part IV: Quantitative Research Methods -- 11: Content Analysis -- 12: Surveys -- 13: Experiments -- 14: A Primer on Descriptive Statistics -- Part V: Putting It All Together -- 15: Nineteen Common Thinking Errors to Avoid -- 16. Wrtiing Research Reports; Berger, A. A. (2000). Media and communication research methods: An introduction to qualitative and quantitative approaches.  Sage Publications, Inc
ER  -