Media Research Methods: Understanding Metric and Interpretive Approaches

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.

Table of Contents:
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

About the Author :
James A. Anderson, Ph.D. (University of Iowa), Professor of Communication and Director of the Center for Communication and Community in the Department of Communication at the University of Utah. He is the author/co-author/editor of 17 books. His more than 100 chapters, articles, and research monographs are in the areas of family studies, cultural studies, media literacy, organizational studies, communicative ethics, methodology, and epistemology. Professor Anderson has been recognized as a “Master Teacher” by the Western States Communication Association and was recently given the Distinguished Scholar Award by the Broadcast Education Association. He is a Fellow of the International Communication Association. He is an active consultant in university administration, distance learning, and applied technology.