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Synopsis Digital computers and networks are revolutionising the way we conduct research, just as they are recasting the way we do business and spend our leisure time. It grows easier every day to collect, manipulate, and disseminate information. Researchers everywhere are developing new ways to use these digital systems in every phase of their work. These new tools make possible more creative and productive research, including new forms of collaboration on a global scale. This book provides a broad overview of the modern methodological perspectives adopted by media researchers in their attempt to derive a better understanding of the nature, role and impact of electronic media in society. Combining both qualitative and quantitative research methods, this introductory and is clearly written. This book will be essential treading for all those attempting to derive a better understanding of media research in the contemporary society. Its contents will be ideal for beginning research students both at the graduate And undergraduate level because it is clear, concise, and accompanied by many detailed examples.