Media and Communication Research: An Introduction to Qualitative and Quantitative Approaches

by Arthur Asa Berger

Arthur Asa Berger employs his signature style - a practical focus, the use of numerous examples, a step-by-step approach, and humor - in his latest book, Media and Communication Research Methods . Combining both qualitative and quantitative research methods, this introductory text covers the topics thoroughly and is clearly written and fun-to-read. This book is ideal for beginning research students both at the graduate and undergraduate level because it is clear, concise, and accompanied by many detailed examples.

Genres: Nonfiction, Research, Reference

295 pages, Paperback

First published March 21, 2000

Reviews

[meilyn *ೃ༄ · Rating 5 out of 5]

⊹₊ ˚‧︵‿₊୨୧₊‿︵‧ ˚ ₊⊹

5/5 stars

Media and Communication Research Methods: An Introduction to Qualitative and Quantitative Approaches by Arthur Asa Berger is an incredibly resourceful textbook that had a lasting impact on me throughout my Media Inquiry course. While some of Berger's humor may feel outdated, his ability to clearly explain both qualitative and quantitative research methods in media studies is unmatched. I had the great pleasure of going over every single chapter in class once a week with my amazing professor, which made all the difference. The discussions and insights we shared in class helped me truly engage with the material and made the content come to life in a way that reading alone could not have achieved.

What stood out the most to me was how well the book bridged the gap between theory and practical application. Berger provides a thorough exploration of research methods, and the real value came from how we applied these methods to class exercises and discussions. Yes, it’s a long read, but every page is packed with valuable insights, making it well worth the time and effort. My professor’s guidance and the class structure helped me dive deeper into the material, and I found myself gaining a better understanding of how to conduct research in a thoughtful, meaningful way.

This book has had a profound impact on my journey into media studies, and I can confidently say that it was this text that helped me truly fall in love with the field. It wasn’t just the textbook itself, but the in-class experience and my professor's support that made it all come together. If you're looking for a thorough, engaging introduction to research methods in media studies, this is the book to have. I must admit, this is the first textbook I’ve marked up so thoroughly and tabbed so much—definitely a milestone for me!

[Inggita · Rating 3 out of 5]

covers everything you need to know before you even started thinking about your topic of choice

[Artur Alves · Rating 3 out of 5]

Extremely easy and straightforward methodological introduction. Berger's colloquial style makes it accessible to anyone looking for a general idea of how to conduct research in communication. May be useful for undergrad students, or for an introduction to the methods used in communication and media studies. There are more sophisticated books around for postgraduate students.

[Sierra Blachford · Rating 2 out of 5]

This was OK. I had to read this for a class....

[Renjith R · Rating 4 out of 5]

Read as part of my doctoral degree. An elaborative study of the qualitative and quantitative research approaches.

[Kayla · Rating 3 out of 5]

Audience Research and Analysis textbook for mass communication methods