Publisher's Synopsis
This volume has been designed to help researchers and media students recognize special qualities created by the new media, such as interactivity, demassification and asynchroneity, and to instruct them in alternative research methods, multiple methods and the triangulation of results. A variety of methods are examined as they apply to new media research, including mathematical modelling, controlled experiments, survey, longitudinal and field studies, archival and secondary research, futures research and forecasting, content analysis, case studies and focus groups.;Frederick Williams is the author of several books on communications and the media, including "The New Communications". Ronald E.Rice is the author of "Managing Organizational Innovation" and Everette M.Rogers is the author of "Diffusion of Innovations".
