an introduction to qualitative and quantitative approaches Berger, Arthur Asa 1933- creator author. text Fourth Edition. monographic eng

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xvii, 417 pages : illustrations ; 23 cm Preface to the fourth edition -- Acknowledgments -- Introduction -- Getting started -- What is research? -- The research process -- Methods of textual analysis -- Semiotic analysis -- Rhetorical analysis -- Ideological criticism -- Psychoanalytic criticism -- Discourse analysis -- Qualitative research methods -- Interviews -- Historical analysis -- Ethnomethodological research -- Participant observation -- Quantitative research methods -- Content analysis -- Surveys -- Experiments -- A primer on descriptive statistics -- Putting it all together -- Nineteen common thinking errors -- Writing research reports -- Glossary. Arthur Asa Berger, San Francisco State University. Revised edition of the author's Media and communication research methods, 2014. Includes bibliographical references (pages 401-408) and indexes. Mass media Research Methodology Communication Research Methodology P91.3 .B385 9781483377568 (pbk. : acidfree paper) 2015028126 DLC 230825 20230825084448.0 18807678 eng