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Media research methods : measuring audiences, reactions and impact /

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Assessing the relative strengths and weaknesses of qualitative and quantitative methods, this book examines the methodological perspectives adopted by media researchers in their attempts to understand the nature of media in society.

Bibliographic Details
Main Author: Gunter, Barrie
Format: eBook
Language:English
Published: London : SAGE, 2000.
Subjects:
Mass media > Research > Methodology.
Electronic books.
Online Access:Connect to the full text of this electronic book
Description
Summary:Assessing the relative strengths and weaknesses of qualitative and quantitative methods, this book examines the methodological perspectives adopted by media researchers in their attempts to understand the nature of media in society.
Item Description:Electronic resource.
Physical Description:1 online resource (314 pages)
Bibliography:Includes bibliographical references and index.
ISBN:9780857028983 (ebook) :