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Berger, Arthur Asa, 4 0 1933-

Media research techniques / 6 6 Arthur Asa Berger. - 2nd ed. - - viii, 175 p. : ill. 24 cm. - - - - - . - . - 0 . - . - 0 .



Includes bibliographical references (p. 167-168) and indexes.

Guided research projects -- Research logs -- Content analysis: newspaper comics pages -- Survey interviews: media utilization -- Social roles: television soap opera characters -- Depth interviews: favorite singers and records -- Rhetorical analysis: magazine advertisments -- Library research: audiences of radio talk shows -- Focus groups: reasons for attending films -- Experiments: humor -- Participant observation: video game players -- Historical research: images of shopping malls in the popular press -- Comparative analysis: images of Disneyland (and Disney World) in the American popular and scholarly press -- Writing with style -- Avoiding common writing errors -- Avoiding common reasoning errors -- Writing a research report -- References -- Name index -- Subject index -- About the author.

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ISBN: 0761915362 (acid-free paper);0761915370 (pbk. : acid-free paper)

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LCCN: 97045406

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Subjects--Topical Terms:
Mass media ----Research;Methodology.----20--

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LC Class. No.: P91.3 / .B386 19982

Dewey Class. No.: 302.23/072 / 221

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