Peter Caputi

Mark Balnaves

Introduction to Quantitative Research Methods is a student-friendly introduction to quantitative research methods and basic statistics. It uses a detective theme throughout the text and in multimedia courseware to show how quantitative methods have been used to solve real-life problems. The book focuses on principles and techniques that are appropriate to introductory level courses in media, psychology and sociology. Examples and illustrations are drawn from historical and contemporary research in the social sciences. The multimedia courseware provides tutorial work on sampling, basic statistics, and techniques for seeking information from databases and other sources. The statistics modules can be used as either part of a detective games or directly in teaching and learning. Brief video lessons in SPSS, using real datasets, are also a feature of the CD-ROM. Why would you choose Introduction to Quantitative Research Methods - It is theoretical, providing a concise overview of issues of quantitative research. - It is practical, providing case studies that exemplify the different ways of research is conducted in the social sciences (ranging from psychology to sociology, politics and media). - It is educational, providing practical vignettes, and chapter highlights for revision. - It is integrative, producing a typology of different ways of conducting quantitative research methods. - It is international, providing case studies from a range of countries. - It is innovative, providing multimedia tutorials on generic research and statistical skills. - It is clear, concise and accessible.

An Investigative Approach

Introduction to Quantitative Research Methods

Tom O'Regan

Jason Sternberg

Mobilising the Audience is the first comprehensive integration of industry and academic audience research in Australia. Introducing new directions in method and analysis, this contemporary probe into 'audience-making' illustrates the ways marketers, producers and governments mobilise an audience. Included are case studies of Generation X, computer gaming, the child audience, TV ratings, Aboriginal media, and Asian community television. Such a diverse range provides real life contexts for students, professionals and industry workers, introducing them to the critical links between research about media audiences and use of that research in making decisions about policy and content. Readers will be interested, too, in the significance of geo-demographics in public opinion polls, and the influence of audience in the shaping of our cultural institutions.

Mobilising the Audience

This textbook gives a student-friendly introduction to quantitative research methods and basic statistics. The book also demonstrates how quantitative methods are used to investigate and solve real-life problems.

Mark Balnaves

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