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

In this new edition, Arthur Asa Berger employs his signature style—a practical focus, the use of numerous examples, a step-by-step approach, and humor—to update and enhance this bestselling introductory text. Combining discussions of qualitative and quantitative research methods with a clear and engaging writing style, the book is ideal for beginning research students at both the graduate and undergraduate level.