Doing media research: an introduction
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Thousand Oaks, Calif. [u.a.]
Sage
1996
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| Subjects: | |
| Online Access: | Inhaltsverzeichnis |
| Physical Description: | XXVIII, 265 S. Ill., graph. Darst. |
| ISBN: | 080397292X 0803972938 |
Staff View
MARC
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Record in the Search Index
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| adam_text | Brief Contents
About This Book: Information for Instructors xxi
Introduction xxiii
Part I. Roots: Social Science Foundations
1. A Philosophy of Social Science 3
2. Anthropology and the Range of Human Experience 17
3. Psychology and the Experimental Method 33
4. Sociological Study of Organizations and Institutions 53
Part II. Digging Up Answers:
Asking Questions and Collecting Data
5. Developing a Research Question 73
6. Counting: A Quantitative Methods Primer 87
7. Interpreting: Introducing Qualitative Methods 103
Part III. Toolbox: Quantitative Analytical Techniques
8. Describing a Data Set 119
9. From Sample to Population 133
10. Testing Hypotheses 145
11. Explorations 161
Part IV. Cookbook: Analyzing Qualitative Data
12. Qualitative Research Revisited 181
13. Writing Descriptive Summaries 195
Part V. Branching Out: The Wider World of Research
14. Research Horizons 207
15. Writing the Research Report 223
Appendix 231
References 235
Glossary 237
Index 257
About the Author 265
Detailed Contents
About This Book: Information for Instructors xxi
Introduction xxiii
Approaching the Research Field / xxiii
Why Do Media Research? / xxv
Journalism Versus Social Science / xxvi
What This Book Presents / xxvii
Part I. Roots: Social Science Foundations
1. A PHILOSOPHY OF SOCIAL SCIENCE 3
Qualitative Versus Quantitative Methods / 5
Qualitative / 5
Quantitative / 6
Blurring the Difference / 6
Deductive Versus Inductive Logic / 8
Deductive / 8
Inductive / 9
Blurring the Difference / 9
Applied Versus Basic Research / 10
Applied / 10
Basic / 10
Blurring the Difference / 11
The Limits of Social Science Research / 11
IMPORTANT TERMS AND CONCEPTS / 13
EXERCISE / 14
2. ANTHROPOLOGY AND THE RANGE OF HUMAN EXPERIENCE 17
Defining Culture / 18
High and Low Culture / 18
Cultural Relativism / 19
Social Roles / 19
Ethnocentricity / 19
Culture Shock / 21
Language and Culture / 22
Dialect and Subcultures / 23
Participant Observation and Depth Interviews / 23
Participant Observation / 24
Holism / 25
Informants / 25
Depth Interview / 26
Ethnographic Description / 26
Constant Comparative Method / 27
Culture Versus Subculture / 27
The Ethics of Ethnography / 28
Mass Communication Applications / 29
IMPORTANT TERMS AND CONCEPTS / 30
EXERCISE / 30
3. PSYCHOLOGY AND THE EXPERIMENTAL METHOD 33
Two Schools of Theoretical Thought / 33
Psychoanalytic / 33
Behaviorist / 35
Applying Experimental Methods in Media Research / 35
Influence of Freudian Theory / 35
Influence of Behaviorist Theory / 36
Attitudinal Research / 36
Cognitive Modeling / 36
Methodological Limitations / 37
The Concept of Control / 38
Means of Control / 38
Controlled Laboratory Conditions / 38
Choice of Participants / 39
Statistical Analysis / 39
Problems With Control / 40
More on Choosing Subjects / 41
Random Selection / 41
Participant Persuasion: Representativeness Versus Bias / 42
Human Subjects Issues / 42
Ethics and Media Research / 43
Defining and Measuring Variables / 43
Definitions / 43
Independent and Dependent / 43
Intervening / 44
Interactive / 44
Measurement / 44
Operationalization / 44
Levels of Measurement / 45
Elements of Experimental Design / 45
Treatment / 45
Confounding Variables / 46
Limits of Experiments / 47
Quasi Experiments / 48
Field Experiments / 48
Mass Communication Applications / 48
Media Violence / 48
Public Persuasion / 49
Agenda Setting / 49
Everyday Events / 50
Electronic Communication / 50
IMPORTANT TERMS AND CONCEPTS / 50
EXERCISE / 51
4. SOCIOLOGICAL STUDY OF ORGANIZATIONS
AND INSTITUTIONS 53
Sociological Theory / 53
Practitioners Defined / 54
Cultural Studies / 54
Societal Value Systems / 54
Social Institutions / 55
Social Psychology and Social Interaction / 56
Symbolic Interactionism / 56
Labeling Theory / 56
Social Construction / 56
Ethnomethodology / 57
Labeling Theory by Any Other Name? / 58
Choosing a Research Method / 59
Public Opinion Studies / 59
Value of Opinion Research / 60
Respondent Sampling / 60
Representativeness / 60
Response Rate / 62
Choosing a Survey Method / 63
Identifying Causation / 64
A Word About Other Methods / 65
Unobtrusive Observation / 65
Focus Groups / 66
Content Analysis / 66
Mass Communication Applications / 67
IMPORTANT TERMS AND CONCEPTS / 69
EXERCISES / 69
Part II. Digging Up Answers:
Asking Questions and Collecting Data
5. DEVELOPING A RESEARCH QUESTION 73
Determining the Project / 74
Review of the Literature / 74
Absence of Published Research / 74
Why Researchers Publish Their Work / 75
The Academic Journal / 75
The Review Process / 76
Guides and Indexes / 77
The Iowa Guide / 77
Indexes / 77
When the Review Is Completed / 78
The Literature Review as Part of Your
Research Report / 79
Defining a Researchable Problem / 80
Logistical and Practical Hurdles / 80
Newspaper Databases / 81
Research on People / 81
Your Role as Researcher / 82
Choosing an Appropriate Method / 83
Research on People Versus Content / 83
IMPORTANT TERMS AND CONCEPTS / 84
EXERCISES / 84
6. COUNTING: A QUANTITATIVE METHODS PRIMER 87
Writing Survey Questions / 88
Question Order and Wording / 88
Order / 88
Wording / 89
Response Formats / 90
Forced Choice Questions / 90
Open Ended Questions / 91
Demographic Questions / 91
Response Rate / 92
Survey Appearances Count / 92
Survey Timing / 93
Sharing Results / 93
Designing Experiments / 93
Design Types / 94
Posttest / 94
Pretest/Posttest / 95
Solomon Four Group Design / 95
Applying Designs / 96
Measuring Variables / 97
Importance of Ethics / 98
Content Analysis / 98
Sampling / 99
Coding / 99
Using a Codebook / 100
Using a Computer Program / 100
IMPORTANT TERMS AND CONCEPTS / 100
EXERCISES / 101
7. INTERPRETING: INTRODUCING QUALITATIVE METHODS 103
Value of Participant Observation / 103
Steps to Take in Observing / 104
Notes / 104
Choice of Setting / 106
Interviews / 106
Flexibility: The Benefit of Depth Interviews / 107
Focus Groups / 109
Some Uses of Focus Groups / 109
Locating Participants / 110
Conducting the Group / 111
Leader s Influences / 111
Multiple Viewpoint Discussion / 112
Value of Pretests/Posttests / 112
Qualitative Content Studies / 113
Means of Analysis / 113
Method of Sampling / 114
IMPORTANT TERMS AND CONCEPTS / 114
EXERCISES / 115
Part Ml. Toolbox: Quantitative Analytical Techniques
8. DESCRIBING A DATA SET 119
Levels of Measurement / 119
Categorical / 120
Nominal / 120
Ordinal / 120
Continuous / 120
Ratio and Interval Scales / 122
Choosing an Appropriate Level of Measurement / 122
Descriptive Statistics / 123
Measures of Central Tendency / 123
Measures of Dispersion / 124
Range / 124
Variance / 124
Standard Deviation / 125
Correlation Coefficient / 125
Pearson s r / 126
Coefficient of Determination / 129
IMPORTANT TERMS AND CONCEPTS / 130
EXERCISES / 130
9. FROM SAMPLE TO POPULATION 133
Sampling Rules of Thumb / 133
Parameters / 134
Inferential Statistics / 134
Normal Distribution / 135
Using Sampling Distributions / 137
Standard Error / 137
Student s t / 138
Degrees of Freedom / 138
Probability / 138
Margin of Error / 139
Testing a Correlation s Significance / 141
Statistical Significance / 141
Confidence Level / 141
Real World Limitations / 142
IMPORTANT TERMS AND CONCEPTS / 143
EXERCISES / 143
10. TESTING HYPOTHESES 145
Type I and Type II Error / 145
Type I / 145
Type II / 146
Minimizing Either Error / 146
Hypothesis Testing / 147
Null Hypothesis / 147
Directional and Nondirectional Hypotheses / 148
Parametric and Nonparametric Tests / 148
The Ubiquitous Chi Square / 148
Distributions / 149
An In Depth Analysis / 149
Contingency Tables / 150
Using the Null Hypothesis / 150
Expected Value / 151
Calculation / 152
Cautions and Exceptions / 153
Yates Correction / 153
Smallness of Frequencies / 154
Nongeneralizability / 155
Comparing Two Means / 155
Cautions in Using the t Test / 155
The Two Mean Limit / 156
Independent Only Means / 157
Hypothesis Testing: Directional Versus Nondirectional / 157
The One Tailed Caveat / 158
IMPORTANT TERMS AND CONCEPTS / 158
EXERCISES / 159
11. EXPLORATIONS 161
Complex Variables / 161
Problems With Word Choice / 162
Self Perception Versus Reality / 163
Scale Types / 164
Liken / 164
Applying the Likert Technique / 164
Bipolar / 165
Applying the Bipolar Technique / 165
Guttman / 166
Applying the Guttman Technique / 166
Indexes / 166
The Right Tool for the Right Job / 168
Exploring Complex Data: The Texas A M Study / 168
General Statistics / 168
The Just Knowing Variable / 169
The Effect of Gender / 170
Analysis of Variance / 171
Interaction Effect / 172
Variable Relationships / 173
Identifying Factors / 173
Factor Analysis / 173
Naming Factors / 174
Recommendation / 175
Other Multivariate Techniques / 175
Multiple Regression / 175
Discriminant Analysis / 176
Cluster Analysis / 177
Path Analysis / 177
Time Series Analysis / 177
IMPORTANT TERMS AND CONCEPTS / 177
EXERCISES / 178
Part IV. Cookbook: Analyzing Qualitative Data
12. QUALITATIVE RESEARCH REVISITED 181
Theory Testing / 182
Middle Range Theories / 182
Using Theory / 182
Choosing a Research Question / 183
Case Studies / 183
Agenda Building/Setting / 183
Institutions / 184
Social Settings / 184
Quasi Experiments / 184
Public Image Studies / 185
Methodology and Data Results / 185
Mixed Methods / 185
Data Management / 186
Tape Transcription / 186
Purpose of the Transcript / 186
Organization / 186
Transcripts / 186
Participant Observation Notes / 187
Identifying Themes and Patterns / 187
Grounded Theory / 190
Analysis of Visual Data / 191
Method of Analysis / 191
Participant Observer Viewpoint / 192
Statements / 192
Settings / 192
Technical Aspects / 192
IMPORTANT TERMS AND CONCEPTS / 193
EXERCISES / 193
13. WRITING DESCRIPTIVE SUMMARIES 195
The Insider View / 196
Context / 196
Background Information / 196
Media Data / 197
Statement of Research Question / 198
Taking an Alien s Perspective / 198
Choosing Representative Examples / 199
Adequate Description / 199
Quality Versus Quantity of Examples / 199
Transcriptions / 199
Participant Observation Notes / 200
Media Content / 200
Grounded Theory Approach / 201
Relating Data to Conclusions / 202
Generalizing Qualitative Results / 203
Inductive Analysis / 203
Applying the Ethnographic Stance / 204
EXERCISES / 204
Part V. Branching Out: The Wider World of Research
14. RESEARCH HORIZONS 207
The Feminist Contribution / 208
Feminist Scholarship and Feminism / 208
Concept of Empowerment / 208
Subject Object Distinction / 209
Participatory Research / 209
Variety of Perspectives / 210
International and Intercultural Mass Communication / 211
Ethnocentric Assumptions / 211
Research Study Challenges / 212
Cultural Variation Awareness / 212
Effect of Imported Media / 213
Ethnic Diversity / 213
New Media Technology / 214
New Versus Traditional Media / 214
Methodological Approach / 215
Media Policy and the Limits of Social Science / 216
Questions to Consider / 216
Ethics and the Conduct of Research / 217
Fraudulent Data / 217
Power of the Peer Review / 217
Data Ownership / 219
Availability of Data / 219
IMPORTANT TERMS AND CONCEPTS / 221
15. WRITING THE RESEARCH REPORT 223
Conference Presentations / 223
Poster Sessions / 223
Oral and Written Reports / 224
Thoroughness / 224
Acceptance or Rejection / 225
Constructing Research Reports / 226
The Art of Persuasion / 226
Steps to Follow / 226
Introduction / 226
Literature Review / 227
Hypotheses and Methodology / 227
Results / 227
Conclusion / 227
The Art of Defense / 228
Scholarly Publication Style / 228
Citation Style / 229
The Purpose of an Abstract / 229
A Concluding Note / 230
IMPORTANT TERMS AND CONCEPTS / 230
Appendix 231
References 235
Glossary 237
Index 257
About the Author 265
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| spelling | Priest, Susanna Hornig Verfasser aut Doing media research an introduction Susanna Hornig Priest Thousand Oaks, Calif. [u.a.] Sage 1996 XXVIII, 265 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Massamedia gtt Médias - Recherche - Méthodologie Onderzoeksmethoden gtt Sciences sociales - Méthodologie Massenmedien Medien Sozialwissenschaften Mass media -- Research -- Methodology Social sciences -- Methodology Medienforschung (DE-588)4074658-6 gnd rswk-swf (DE-588)4151278-9 Einführung gnd-content Medienforschung (DE-588)4074658-6 s DE-604 HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=007288906&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Priest, Susanna Hornig Doing media research an introduction Massamedia gtt Médias - Recherche - Méthodologie Onderzoeksmethoden gtt Sciences sociales - Méthodologie Massenmedien Medien Sozialwissenschaften Mass media -- Research -- Methodology Social sciences -- Methodology Medienforschung (DE-588)4074658-6 gnd |
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| title | Doing media research an introduction |
| title_auth | Doing media research an introduction |
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| title_full | Doing media research an introduction Susanna Hornig Priest |
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| title_full_unstemmed | Doing media research an introduction Susanna Hornig Priest |
| title_short | Doing media research |
| title_sort | doing media research an introduction |
| title_sub | an introduction |
| topic | Massamedia gtt Médias - Recherche - Méthodologie Onderzoeksmethoden gtt Sciences sociales - Méthodologie Massenmedien Medien Sozialwissenschaften Mass media -- Research -- Methodology Social sciences -- Methodology Medienforschung (DE-588)4074658-6 gnd |
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