| Document Type
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BL
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| Record Number
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967221
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| Doc. No
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b721591
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| Main Entry
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Gunter, Barrie
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| Title & Author
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Media research methods : : measuring audiences, reactions and impact /\ Barrie Gunter.
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| Publication Statement
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London ;Thousand Oaks, Calif. :: Sage Publications,, 2000.
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| Series Statement
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SAGE research methods
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| Page. NO
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1 online resource (314 pages)
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| ISBN
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0857022016
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: 0857028987
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: 9780857022011
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: 9780857028983
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0761956581
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076195659X
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9780761956587
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9780761956594
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| Bibliographies/Indexes
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Includes bibliographical references (pages 280-307) and index.
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| Contents
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Evolving Theoretical Background of Media Research; Overview of Media Research Methodologies; Audiences; 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.
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| Abstract
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"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." "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."--Jacket.
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| Subject
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Mass media-- Research-- Methodology.
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| Subject
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Mass media-- Research.
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Social sciences-- Methodology.
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Forschungsmethode
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| Subject
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Mass media-- Research-- Methodology.
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| Subject
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Mass media-- Research.
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| Subject
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Massenmedien
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Medienforschung
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Methodologie
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SOCIAL SCIENCE-- Media Studies.
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Social sciences-- Methodology.
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| Subject
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Massamedia.
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| Subject
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Onderzoeksmethoden.
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| Dewey Classification
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302.23/07/2
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| LC Classification
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P91.3.G86 2000eb
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| NLM classification
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05.03bcl
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AP 13500rvk
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MR 2600rvk
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