Mass Media Research An Introduction (with InfoTrac)

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  • Edition: 7th
  • Format: Hardcover
  • Copyright: 2002-07-23
  • Publisher: Wadsworth Publishing
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Supplemental Materials

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  • The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.


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.

Table of Contents

Part One: The Research Process
1. Science and Research
2. Research Procedures
3. Elements of Research
4. Research Ethics
5. Sampling
Part Two: Research Approaches
6. Qualitative Research Methods
7. Content Analysis
8. Survey Research
9. Longitudinal Research
10. Experimental Research
Part Three: Data Analysis
11. Introduction to Statistics
12. Hypothesis Testing
13. Basic Statistical Procedures
Part Four: Research Applications
14. Research in the Print Media
15. Research in the Electronic Media
16. Research in Advertising and Public Relations
17. Research in Media Effects
18. Research and the Internet
1. Tables
2. Brief Guide for Conducting Focus Groups
3. Research Reports
Name Index
Subject Index

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