02507nam 2200613 a 450 991045632020332120200520144314.01-85702-201-70-85702-898-71-282-55975-397866125597540-85702-201-6(CKB)2520000000007226(EBL)483382(OCoLC)609855856(SSID)ssj0000363048(PQKBManifestationID)12132437(PQKBTitleCode)TC0000363048(PQKBWorkID)10387578(PQKB)11328912(MiAaPQ)EBC483382(OCoLC)1014399313(StDuBDS)EDZ0000018937(PPN)22791273X(Au-PeEL)EBL483382(CaPaEBR)ebr10369705(CaONFJC)MIL255975(EXLCZ)99252000000000722620110110d2000 fy 0engur|n|---|||||txtccrMedia research methods[electronic resource] measuring audiences, reactions and impact /Barrie GunterLondon SAGE20001 online resource (321 p.)Description based upon print version of record.0-7619-5659-X 0-7619-5658-1 Includes bibliographical references (p. [280]-307) and index.Cover; Table of Contents; 1 - Evolving Theoretical Background of Media Research; 2 - Overview of Media Research Methodologies: Audiences; 3 - Overview of Media Research Methodologies: Media Output; 4 - Measuring Media Usage and Exposure; 5 - Measuring Affective Responses to Media; 6 - Measuring Cognitive Responses to Media: Attention and Comprehension; 7 - Measuring Cognitive Impact of Media; 8 - Measuring Behavioural Impact of Media: From Association to Causation; References; IndexAssessing the relative strengths and weaknesses of qualitative and quantitative methods, this book examines the methodological perspectives adopted by media researchers in their attempts to understand the nature of media in society.Mass mediaResearchMethodologyElectronic books.Mass mediaResearchMethodology.302.23/07/2Gunter Barrie115802StDuBDSStDuBDSBOOK9910456320203321Media research methods2483246UNINA