Media Research Methods
Understanding Metric and Interpretive Approaches
- James A. Anderson - University of Utah, USA
More than a 'how-to' book, this textbook explains the reasons behind the methods and makes the connections to theory and knowledge production. Written in a conversational style, it takes the reader through each step of the research process, outlining the procedures, differences, strengths and limitations of metric, interpretive and the newer hybrid approaches. It lays down a strong foundation in empirical research and problem solving, addressing metric topics of hypotheses, sampling, statistics, and survey and experimental protocols and interpretive topics of textual analysis, coding, critical engagement and ethnography. It ends with a special chapter for those aiming at a career in research and analysis.
Key Features:
• provides students with an extensive overview of research practices while supplying real, practical advice on how to conduct research
• consistent critical perspective throughout gives students an understanding of both the accomplishments and difficulties of research
• addresses the practices of metric and interpretive research through Monte Carlo demonstrations that show the inner workings of statistical analysis and interpretive decision making
This book is well written, and it nicely explains the process of researching media from the idea, asking questions, ways to find answers, and appropriate methods for researching media. The book also has two appendices that will be a very valuable help to students conducting research in media studies. However, it will also be useful to our business and PR students due to its writing style and the fact it encompasses both quantitative and qualitative research methods.
Media Research Methods: Understanding Metric and Interpretive Approaches is designed for the reader who has some knowledge on doing research and is ready to use this knowledge to design a project. This book provides sufficient details about quantitative and qualitative research methods and is filled with examples from field. This clearly written and user friendly book describes research methods in enough detail for students. I found James A. Anderson’s book essential for courses on media research methods as well as other courses in Communications.
This is clearly written and a timely text that meets the needs of those researching using different media. The "What's It All About?" sections at the beginning of each chapter are helpful to the novice, who might need more signposting to guide their understanding.
I hadn't used it at first because another one I reviewed seemed easier and offered a more general overview. The thoroughness of this one is better suited to my needs.
Found another methods book better suited to my purposes.
I recommend this book to students taking thier first steps into research as well as to those who are embarking on projects such as dissertations or writing their first papers. Very easy to read and understand: highly useful.
An excellent compliment to the other sage publications on the Media Effects topic.
A good book for advanced research on our MA programme.
