Mass Media Research An Introduction (with InfoTrac)

by Wimmer, Roger D.; Dominick, Joseph R.

• ISBN13: 9780534647186
• ISBN10: 0534647189
• Edition: 8th
• Format: Paperback
• Copyright: 2005-03-22
• Publisher: Wadsworth Publishing

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