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Mass Media Research : An Introduction,9780534560072
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Mass Media Research : An Introduction

by
Edition:
6th
ISBN13:

9780534560072

ISBN10:
0534560075
Format:
Paperback
Pub. Date:
7/12/1999
Publisher(s):
Wadsworth Publishing
List Price: $97.33

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This is the 6th edition with a publication date of 7/12/1999.
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Summary

This text begins with an overview of mass communication research and ethics of research. It then explores each major approach to research, including qualitative, content analysis, survey research, longitudinal research, and experimental research. The text continues with a section on data analysis, and concludes with a forward-looking section on research applications, covering such topics as research in print and electronic media as well as on the Internet.

Author Biography

Roger D. Wimmer (Ph.D. Bowling Green State University) is President/CEO and co-founder of Wimmer-Hudson Research and Development, LLC, a marketing research company located in Denver, Colorado Joseph R. Dominick (Ph.D. Michigan State University) is a professor in the College of Journalism and Mass Communication at the University of Georgia

Table of Contents

Part One The Research Process 1(100)
Chapter 1 Science and Research
2(16)
Chapter 2 Research Procedures
18(25)
Chapter 3 Elements of Research
43(22)
Chapter 4 Research Ethics
65(15)
Chapter 5 Sampling
80(21)
Part Two Research Approaches 101(130)
Chapter 6 Qualitative Research Methods
102(31)
Chapter 7 Content Analysis
133(27)
Chapter 8 Survey Research
160(31)
Chapter 9 Longitudinal Research
191(18)
Chapter 10 Experimental Research
209(22)
Part Three Data Analysis 231(62)
Chapter 11 Introduction to Statistics
232(22)
Chapter 12 Hypothesis Testing
254(12)
Chapter 13 Basic Statistical Procedures
266(27)
Part Four Research Applications 293(132)
Chapter 14 Research in the Print Media
294(25)
Chapter 15 Research in the Electronic Media
319(26)
Chapter 16 Research in Advertising and Public Relations
345(29)
Chapter 17 Research in Media Effects
374(36)
Chapter 18 Mass Media Research and the Internet
410(15)
Glossary 425(11)
Appendixes 436(45)
1 Tables 436(14)
2 Brief Guide For Conducting Focus Groups 450(8)
3 Sample Data 458(10)
4 Sample Questionnaire 468(7)
5 Research Reports 475(6)
Name Index 481(8)
Subject Index 489


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