МЕТОДИЧЕСКИЕ ОСОБЕННОСТИ ИЗУЧЕНИЯ ПРАКТИК ТЕЛЕПОТРЕБЛЕНИЯ: СОЧЕТАНИЕ "КОЛИЧЕСТВЕННОЙ" И "КАЧЕСТВЕННОЙ" СТРАТЕГИЙ

TV watching is a difficult subject for sociological analysis being the daily social practice that requires versatile approach. To obtain a complete picture of the everyday TV watching practices it is advisable to study this process as combination of "qualitative" and "quantitative" approach of sociological research. The use of "quantitative" methods provides statistical, quantitative level of understanding, whereas the "qualitative" methods contribute to the understanding of the subject of research at the level of specific everyday practices