Berger, Arthur Asa,  1933- <br/><br/>
Media research techniques / 
Arthur Asa Berger 
 - 2nd ed. 
 - Thousand Oaks :  SAGE,  c1998. 
 - viii, 175 p. :  ill. ;  24 cm. 
<br/><br/>Preface. - Pt. 1. Research projects. 1. Guided research projects. 2. Research logs. 3. Content analysis : newspaper comics pages. 4. Survey interviews : media utilization. 5. Social roles : television soap opera characters. 6. Depth interviews : favorite singers and records. 7. Rhetorical analysis : magazine advertisements. 8. Library research : audiences of radio talk shows. 9. Focus groups : reasons for attending films. 10. Experiments : humor. 11. Participant observation : video game players. 12. Historical research : images of shopping malls in the popular press. 13. Comparative analysis : images of Disneyland (and Disney World) in the American popular and scholarly press. - Pt. II. Writing and thinking. 14. Writing with style. 15. Avoiding common writing errors. 16. Avoiding common reasoning errors. 17. Writing a research report. - References. - Name index. - Subject index. -  About the author. 
<br/><br/><label>ISBN: </label>0761915370 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Mass media--Research--Methodology.
<br/><br/><label>Dewey Class. No.: </label>302.23072  / BER