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Mass Media Research An Introduction (with InfoTrac),9780534647186
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Mass Media Research An Introduction (with InfoTrac)

by ;
Edition:
8th
ISBN13:

9780534647186

ISBN10:
0534647189
Format:
Paperback
Pub. Date:
3/22/2005
Publisher(s):
Cengage Learning
List Price: $198.95
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Summary

Quality media is the result of meticulous research. MASS MEDIA RESEARCH: AN INTRODUCTION shows you how it happens, from content analysis to surveys to experimental research, then gives you expert tips on analyzing the media you encounter in your daily life. Plus, this media research textbook is packed with study tools and review aids to help you get the grade you need in class as well.

Author Biography

Roger D. Wimmer (Ph.D., Bowling Green State University) is founder of Wimmer Research, a full-service media-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
Science and Research
1(42)
Introduction
2(1)
What Is Research?
2(3)
Getting Started
5(2)
The Development of Mass Media Research
7(3)
Media Research and the Scientific Method
10(1)
The Methods of Knowing
10(1)
Characteristics of the Scientific Method
11(4)
Two Sectors of Research: Academic and Private
15(1)
Research Procedures
16(5)
Determining Topic Relevance
21(4)
Stating a Hypothesis or Research Question
25(1)
Data Analysis and Interpretation
26(1)
Internal Validity
27(5)
External Validity
32(1)
Presenting Results
32(1)
Research Suppliers and Field Services
33(5)
Summary
38(1)
Key Terms
39(1)
Using the Internet
40(1)
Questions and Problems for Further Investigation
40(1)
References and Suggested Readings
40(3)
Elements of Research
43(23)
Concepts and Constructs
44(1)
Independent and Dependent Variables
45(3)
Qualitative and Quantitative Research
48(2)
The Nature of Measurement
50(2)
Levels of Measurement
52(3)
Measurement Scales
55(3)
Reliability and Validity
58(5)
Summary
63(1)
Key Terms
64(1)
Using the Internet
64(1)
Questions and Problems for Further Investigation
64(1)
References and Suggested Readings
65(1)
Research Ethics
66(21)
Ethics and the Research Process
67(1)
Why Be Ethical?
67(1)
General Ethical Theories
68(1)
Ethical Principles
69(2)
Specific Ethical Problems
71(11)
Ethics and Online Research
82(2)
Summary
84(1)
Key Terms
84(1)
Using the Internet
85(1)
Questions and Problems for Further Investigation
85(1)
References and Suggested Readings
85(2)
Sampling
87(25)
Population and Sample
88(1)
Probability and Nonprobability Samples
89(11)
Sample Size
100(2)
Sampling Error
102(7)
Summary
109(1)
Key Terms
110(1)
Using the Internet
110(1)
Questions and Problems for Further Investigation
110(1)
References and Suggested Readings
111(1)
Part Two Research Approaches
Qualitative Research Methods
112(37)
Aims and Philosophy
113(3)
Data Analysis in Qualitative Research
116(4)
Field Observations
120(8)
Focus Groups
128(7)
Intensive Interviews
135(1)
Case Studies
136(4)
Ethnography
140(3)
Writing the Qualitative Research Report
143(2)
Summary
145(1)
Key Terms
146(1)
Using the Internet
146(1)
Questions and Problems for Further Investigation
146(1)
References and Suggested Readings
147(2)
Content Analysis
149(29)
Definition of Content Analysis
150(1)
Uses of Content Analysis
151(2)
Limitations of Content Analysis
153(1)
Steps in Content Analysis
154(11)
Reliability
165(5)
Validity
170(1)
Examples of Content Analysis
171(1)
Content Analysis and the Internet
171(2)
Summary
173(1)
Key Terms
174(1)
Using the Internet
174(1)
Questions and Problems for Further Investigation
174(1)
References and Suggested Readings
174(4)
Survey Research
178(33)
Descriptive and Analytical Surveys
179(1)
Advantages and Disadvantages of Survey Research
179(1)
Constructing Questions
180(9)
Questionnaire Design
189(5)
Pretesting
194(1)
Gathering Survey Data
194(11)
Achieving a Reasonable Response Rate
205(1)
General Problems in Survey Research
206(1)
Summary
207(1)
Key Terms
208(1)
Using the Internet
208(1)
Questions and Problems for Further Investigation
208(1)
References and Suggested Readings
209(2)
Longitudinal Research
211(19)
Development
212(1)
Types of Longitudinal Studies
213(5)
Panel Studies
218(4)
Special Panel Designs
222(1)
Analyzing Causation in Panel Data
223(2)
Combining Qualitative and Quantitative Data in Longitudinal Research
225(1)
Longitudinal Research on the Internet
225(1)
Longitudinal Design in Experiments
226(1)
Summary
227(1)
Key Terms
227(1)
Using the Internet
227(1)
Questions and Problems for Further Investigation
227(1)
References and Suggested Readings
228(2)
Experimental Research
230(25)
Advantages and Disadvantages of Laboratory Experiments
231(2)
Conducting Experimental Research
233(2)
Control of Confounding Variables
235(2)
Experimental Design
237(7)
Field Experiments
244(6)
Online Experiments
250(2)
Summary
252(1)
Key Terms
253(1)
Using the Internet
253(1)
Questions and Problems for Further Investigation
253(1)
References and Suggested Readings
253(2)
Part Three Data Analysis
Introduction to Statistics
255(23)
Descriptive Statistics
256(15)
Sample Distribution
271(4)
Data Transformation
275(1)
Summary
276(1)
Key Terms
276(1)
Using the Internet
276(1)
Questions and Problems for Further Investigation
277(1)
References and Suggested Readings
277(1)
Hypothesis Testing
278(14)
Research Questions and Hypotheses
279(4)
Testing Hypotheses for Statistical Significance
283(7)
Summary
290(1)
Key Terms
291(1)
Using the Internet
291(1)
Questions and Problems for Further Investigation
291(1)
References and Suggested Readings
291(1)
Basic Statistical Procedures
292(27)
History of Small-Sample Statistics
293(1)
Nonparametric Statistics
294(4)
Parametric Statistics
298(19)
Summary
317(1)
Key Terms
317(1)
Using the Internet
317(1)
Questions and Problems for Further Investigation
318(1)
References and Suggested Readings
318(1)
Part Four Research Applications
Research in the Print Media
319(20)
Background
320(2)
Types of Print Media Research
322(11)
Print Media Research and the Internet
333(1)
Summary
334(1)
Key Terms
335(1)
Using the Internet
335(1)
Questions and Problems for Further Investigation
335(1)
References and Suggested Readings
335(4)
Research in the Electronic Media
339(30)
Background
340(1)
Ratings Research
341(18)
Nonratings Research
359(7)
Summary
366(1)
Key Terms
367(1)
Using the Internet
367(1)
Questions and Problems for Further Investigation
367(1)
References and Suggested Readings
368(1)
Research in Advertising
369(26)
Copy Testing
370(8)
Media Research
378(8)
Campaign Assessment Research
386(2)
Qualitative Techniques in Advertising Research
388(4)
Summary
392(1)
Key Terms
392(1)
Using the Internet
392(1)
Questions and Problems for Further Investigation
392(1)
References and Suggested Readings
393(2)
Research in Public Relations
395(16)
Types of Public Relations Research
396(1)
Research in the Public Relations Process
397(11)
Summary
408(1)
Key Terms
408(1)
Using the Internet
408(1)
Questions and Problems for Further Investigation
408(1)
References and Suggested Readings
409(2)
Mass Media Research and the Internet
411(18)
Brief History of the Internet
412(2)
Research and the Internet---Background
414(1)
Internet Data Collection Approaches
415(1)
Frequently Asked Questions
416(3)
Advantages of Internet Research
419(4)
Disadvantages of Internet Research
423(1)
Practical and Ethical Considerations of Internet Research
424(1)
The Future of Internet Research
425(1)
Internet Research Companies
426(1)
Summary
427(1)
Key Terms
427(1)
Using the Internet
427(1)
Questions and Problems for Further Investigation
428(1)
References and Suggested Readings
428(1)
Appendix Tables 429(14)
Glossary 443(10)
Name Index 453(6)
Subject Index 459


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