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Media Research Methods

Media Research Methods
Measuring Audiences, Reactions and Impact

December 1999 | 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

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Barrie Gunter

My main research interests include media violence, the impact of broadcast news, effects of television on public opinion, the effects of advertising on young people, the use and impact of new interactive media. I have also conducted research on a wide range of other media, marketing and management issues.My recent research has centred on the use and impact of new media (in particular the Internet and digital interactive television). I am particularly interested in the use of the web as an information source and in the impact of Internet-related behaviour on use of other media, especially television.I have continued to conduct research and... More About Author

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ISBN: 9780761956594
£ 47.99

SAGE Research Methods is a research methods tool created to help researchers, faculty and students with their research projects. SAGE Research Methods links over 175,000 pages of SAGE’s renowned book, journal and reference content with truly advanced search and discovery tools. Researchers can explore methods concepts to help them design research projects, understand particular methods or identify a new method, conduct their research, and write up their findings. Since SAGE Research Methods focuses on methodology rather than disciplines, it can be used across the social sciences, health sciences, and more.