9780534244743

Mass Media Research An Introduction

by ;
  • ISBN13:

    9780534244743

  • ISBN10:

    0534244742

  • Format: Hardcover
  • Copyright: 1996-07-17
  • Publisher: Wadsworth Publishing
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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.

Table of Contents

PART ONE THE RESEARCH PROCESS
Chapter 1 Science and Research
Chapter 2 Research Procedures
Chapter 3 Elements of Research
Chapter 4 Sampling
PART TWO RESEARCH APPROACHES
Chapter 5 Qualitative Methods
Chapter 6 Content Analysis
Chapter 7 Survey Research
Chapter 8 Longitudinal Research
Chapter 9 Experimental Research
PART THREE DATA ANALYSIS
Chapter 10 Introduction to Statistics
Chapter 11 Hypothesis Testing
Chapter 12 Basic Statistical Procedures
PART FOUR RESEARCH APPLICATIONS
Chapter 13 Research in the Print Media
Chapter 14 Research in the Electronic Media
Chapter 15 Research in Advertising and Public Relations
Chapter 16 Research in Media Effects
PART FIVE ANALYZING AND REPORTING DATA
Chapter 17 The Computer as a Research Tool
Chapter 18 Research Reporting, Ethics, and Financial Support
APPENDIXES
1 Tables
2 Multivariate Statistics
3 Brief Guide for Conducting Focus Groups
4 Sample Data
5 Sample Questionnaire
Glossary
Name Index
Subject Index

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