Open Daily: 10am - 10pm | Alley door pickup 10am - 7pm 3038 Hennepin Ave Minneapolis, MN
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  • Open Daily: 10am - 10pm
    Alley-side Pickup: 10am - 7pm

    3038 Hennepin Ave Minneapolis, MN
    612-822-4611

Open Daily: 10am - 10pm | Alley-side Pickup: 10am - 7pm
3038 Hennepin Ave Minneapolis, MN
612-822-4611
Media Research Methods: Measuring Audiences, Reactions and Impact

Media Research Methods: Measuring Audiences, Reactions and Impact

Gunter, Barrie

Paperback

General ReferenceGeneral Sociology

ISBN10: 076195659X
ISBN13: 9780761956594
Publisher: Sage Publications Ltd
Published: Feb 11 2000
Pages: 320
Weight: 1.08
Height: 0.72 Width: 6.42 Depth: 9.04
Language: English

In this book, Barrie Gunter provides a broad overview of the methodological perspectives adopted by media researchers in their attempt to derive a better understanding of the nature, role and impact of media in society.

By tracing the epistemological and theoretical roots of the major methodological perspectives, Gunter identifies the various schools of social scientific research that have determined the major perspectives in the area. Drawing a distinction between quantitative and qualitative methods, he discusses the relative advantages and disadvantages of each approach, and examines recent trends that signal a convergence of approaches and their associated forms of research.

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