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Media Research Methods

Media Research Methods
Measuring Audiences, Reactions and Impact

February 2000 | 320 pages | SAGE Publications Ltd

In this book, Barrie Gunter provides a broad overview of the methodological perspectives adopted by media researchers in their attempt to derive a better understanding of the nature, role and impact of media in society.

By tracing the epistemological and theoretical roots of the major methodological perspectives, Gunter identifies the various schools of social scientific research that have determined the major perspectives in the area. Drawing a distinction between quantitative and qualitative methods, he discusses the relative advantages and disadvantages of each approach, and examines recent trends that signal a convergence of approaches and their associated forms of research.

The unique strength of this book is that it discusses the theoretical underpinnings of media research methodologies, and thereby presents a deeper discussion of methodologies than simply whether or not they offer techniques that generate reliable data. Media Research Methods will be essential reading for all those attempting to derive a better understanding of the media in contemporary society. 

Evolving Theoretical Background of Media Research
Overview of Media Research Methodologies

Overview of Media Research Methodologies
Media Output

Measuring Media USAGE and Exposure
Measuring Affective Responses to Media
Measuring Cognitive Responses to Media
Attention and Comprehension

Measuring Cognitive Impact of Media
Measuring Behavioural Impact of Media
From Association to Causation


Recommended for our dissertation students.

Mr Timothy Brown
Business School, Chester University
September 13, 2013

The book is relevant to what I teach. It contextualises, with absolute brilliance the emergence of media research. A field that very few people have managed to comprehend in media in Africa.

Ms Johanna Mavhungu
School of Journalism and Media Studies, Rhodes University
January 24, 2012

Sage College Publishing

You can purchase this book and request an instructor sample on our US College site:

Go To College Site

This title is also available on SAGE Research Methods, the ultimate digital methods library. If your library doesn’t have access, ask your librarian to start a trial.