Media Research Methods

James A. Anderson - University of Utah, USA

Courses:
Research Methods in Mass Communication

June 2013 | 464 pages | SAGE Publications, Inc

Media Research Methods: Understanding Metric and Interpretive Approaches brings the insights of a senior theorist, methodologist, and critic to the classroom. Departing from the methods recipe approach, the text explains the reasons behind the methods and makes the connections to theory and knowledge production. Written in a conversational style, the book engages students and appeals to them as media consumers and users of research. The book 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. The text lays down a strong foundation in empirical research and problem solving, addressing metric topics of hypotheses, sampling, statistics, survey and experimental protocols and interpretive topics of textual analysis, coding, critical engagement and ethnography. A special chapter at the end of the book is a helpful guide for those readers who aspire to a research and analysis career.

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ISBN: 9781483342535	Electronic Version	Suggested Retail Price: $88.00	Bookstore Price: $70.40
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Preface

Acknowledgments

Section I: Overview

1. Exploring the Mediascape

Chapter Preview

Introduction

Communication Domains

Understanding Methodological Differences

Moving On

Reflections

2. Mapping the Mediascape

Chapter Previw

Introduction

Four Corners of Analysis

Putting It Together: Friends in Social Networking Sites

Moving On

Reflections

3. Methods of Exploration: Asking Questions

Chapter Preview

Introduction: Primacy of the Problem

Preliminaries

The Process of Research

The Ethics of the Problem

Moving On

Reflections

4. Methods of Exploration: Finding Answers

Chapter Preview

Introduction

An Introduction to Empirical Methods

Cataloguing Methods

Considering Purposes Beyond Method

Moving On

Reflections

Section II: Foundations of Research Practice

5. From Concepts to Data

Chapter Preview

The Foundations of Argument in Research

Assumptions Prior to Data

Postassumptive Theory

Concepts and Constructs

Engagement, Evidence, Claim, and Trustworthiness

Moving On

Reflections

6. Research Questions and Hypotheses

Chapter Preview

Creating a Research Study

Research Questions and Hypotheses

Contemporary Examples

Implications for Developing Research Questions

Anticipating Institutional Review

Commentary on Methods and Implications

Moving On

Reflections

7. Literatures and Databases

Chapter Preview

Introduction

Metric, Interpretive, and Hybrid Literature Reviews

In the Beginning, For the Beginner

Conducting Professional, Problem-Based Literature Searches

The Ethics of Literature Reviews

Moving On

Reflections

Section III: Designing Protocols in Metric Research

8. Sampling

Chapter Preview

Introduction

Understanding Sampling

Sampling Methods

Moving On

Reflections

9. Statistics and Statistical Analysis

Chapter Preview

Introduction

Descriptive Statistics

Inferential Statistics

The Ethics of Analysis

Moving On

Reflections

10. Designing Surveys

Chapter Preview

Introduction

Measuring Properties: Developing Content

Methods of Data Collection

The Ethics of Survey Design

Moving On

Reflections

11. Protocols for Experiments

Chapter Preview

Introduction

Components of Experimental Design

Creating the Protocol

The Ethics of Experiments

Conclusion

Moving On

Reflections

Section IV: Conducting Research in the Interpretive Paradigm

12. Coding Text

Chapter Preview

Introduction to Coding Texts

Symbolic and Discursive Protocols

Elements of Content Protocols

Metric Coding

Interpretive Coding

Common Elements in Coding

Moving On

Reflections

13. Discursive Protocols: Creating Texts

Chapter Preview

Introduction

Producing and Coding Research Texts

Coding Texts: Pulling It All Together

Critical Question Checklist

Moving On

Reflections

14. Critical Interpretive Methods: Social Meanings and Media Texts, by Geoffrey Baym

Chapter Preview

Introduction

Goals

Identifying Issues and Texts

Selection

Textual Capture

Interpretive Reading

Systematic Analysis of Meaning Construction

Emergence and Confrontation

Finely Grained Examination

Crafting the Argument

Moving On

Reflections

15. Ethnographic Methods

Chapter Preview

Introduction

Adaptive Strategies in Ethnographic Research

The Ethics of Ethnography

Moving On

Reflections

16. An Excursion Into Writing

Chapter Preview

Introduction

Professional Writing

Background Practices: Foundational Reviews

Developing the Archive

Coding the Work

An Example From the Media Effects Archive

Closing Foundational Reviews

A Final Ethical Note

Reflections

Appendix A: A Short History of Media Innovations

Appendix B: One Hundred Studies

Glossary

References

Index

About the Author

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.

Dr Martina Topic

Leeds Business School, Leeds Beckett University

January 28, 2015

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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.

Dr Sermin Tag Kalafatoglu

Department of Cinema and Television, Ordu University

June 6, 2014

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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.

Mrs Lyz Howard

Department of Health, Health and Social Care Teaching Team

May 22, 2014

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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.

Dr Adrienne Shaw

Media Studies and Production, Temple University

November 1, 2013

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Found another methods book better suited to my purposes.

Dr Adrienne Shaw

Media Studies and Production, Temple University

July 29, 2013

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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.

Miss Angela Rainey

School of Arts and Media, University of Teesside

June 7, 2013

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An excellent compliment to the other sage publications on the Media Effects topic.

Mr Kenneth Sloane

Dept of Creative Media, Dundalk Institute of Technology

March 12, 2013

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A good book for advanced research on our MA programme.

Mr Philip Cowan

Media, University of Hertfordshire

November 21, 2012

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Key features

Investigates empirical research to provide the reader with an extensive overview of research practices while supplying real, practical instruction on how to conduct research for the classroom as well as in multiple careers and one's personal life.
Consistent critical perspective throughout the text allows students the ability to achieve a realistic understanding of both the accomplishments and difficulties that are part of research.
Each chapter starts with a brief overview and a presentation of the key topics in accessible language and the chapter ends with an analysis of the concepts presented in the chapter for their importance and implications, giving the student a deeper understanding of the issues. These valuable resources help students retain the material and reinforce the concepts learned throughout the chapter.
Addresses the practices of metric and interpretive research through Monte Carlo demonstrations that show the inner workings of statistical analysis and interpretive decision making.