Media research methods : understanding metric and interpretive approaches

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