Research Paradigms, Television, and Social Behaviour

This book provides an understanding of television research from both thequantitative and qualitative perspectives. It systematically analyzes thevarious researc... » 

This book provides an understanding of television research from both thequantitative and qualitative perspectives. It systematically analyzes thevarious research paradigms used in the study of televison and focuses on theintegration of quantitative and qualitative methodologies as a means forunderstanding the complexities associated with this medium. The information ispresented in a straightforward and engaging style and concrete stepbystepexamples of how to conduct major research and evaluation projects are provided. «