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010   $a9786612559754
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100   $a20110110d2000      fy             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 10$aMedia research methods$b[electronic resource] $emeasuring audiences, reactions and impact /$fBarrie Gunter
210   $aLondon $cSAGE$d2000
215   $a1 online resource (321 p.)
300   $aDescription based upon print version of record.
311   $a0-7619-5659-X 
311   $a0-7619-5658-1 
320   $aIncludes bibliographical references (p. [280]-307) and index.
327   $aCover; 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; Index
330 8 $aAssessing 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.
606   $aMass media$xResearch$xMethodology
608   $aElectronic books.
615  0$aMass media$xResearch$xMethodology.
676   $a302.23/07/2
700   $aGunter$b Barrie$0115802
801  0$bStDuBDS
801  1$bStDuBDS
906   $aBOOK
912   $a9910456320203321
996   $aMedia research methods$92483246
997   $aUNINA