Arthur Asa Berger's essential guide to undertaking applied or practical research in media studies is designed to provide introductory techniques that allow students to engage immediately in their own research projects. In so doing, students learn various ways of conducting communication research both in theory and practice. In response to suggestions from users of the First Edition, Berger has added new chapters in each of the following areas: experimentation, historical research, comparative research and participant observation.

Survey Interviews: Media Utilization

Survey interviews: Media utilization

Surveys (in which researchers ask people questions and fill out forms of some kind) and questionnaires (forms that are presented or sent to people for them to fill out) are two of the most common ways of finding out what people think and do: their beliefs, their opinions, actions they've taken, actions they are contemplating, and so on. This is an example of descriptive research, research designed to find out such things as what products people use, how they intend to vote in forthcoming elections, and their positions on particular social or political issues. There are other kinds of interviewing that can be done as well, such as depth interviewing, which will be discussed in Chapter 6.

Surveys must ...

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