Media Research Methods: Measuring Audiences, Reactions and Impact
London: Sage (2000), 314 pp.
Contains bibliogr. pp. 280-307, index
ISBN 0761956581 (hbk); 076195659X (pbk)
Signature commbox: 10-Use-E 2000
1 Evolving Theoretical Background of Media Research, 1
2 Overview of Media Research Methodologies: Audiences, 22
3 Overview of Media Research Methodologies: Media Output, 55
4 Measuring Media Usage and Exposure, 93
5 Measuring Affective Responses to Media, 135
6 Measuring Cognitive Responses to Media: Attention and Comprehension, 163
7 Measuring Cognitive Impact of Media, 190
8 Measuring Behavioural Impact of Media: From Association to Causation, 236
2 Overview of Media Research Methodologies: Audiences, 22
3 Overview of Media Research Methodologies: Media Output, 55
4 Measuring Media Usage and Exposure, 93
5 Measuring Affective Responses to Media, 135
6 Measuring Cognitive Responses to Media: Attention and Comprehension, 163
7 Measuring Cognitive Impact of Media, 190
8 Measuring Behavioural Impact of Media: From Association to Causation, 236
