The standard work for an introduction to qualitative methods in media research. The core of the book consists of various data collection methods, such as content analysis, interviews, group discussions, observation, experiments, or role-playing. Additional sections address the recording and evaluation of qualitative data. In the completely revised and expanded new edition, mobile online surveys and website analyses are explained in terms of their practical research relevance. This title is also available in e-Pub format for mobile reading devices on various e-book platforms. This title is not available as a free copy for instructors.