Mass Media Research An Introduction

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

• ISBN13: 9780534174729
• ISBN10: 0534174728
• Format: Hardcover
• Copyright: 1993-09-14
• 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.

Table of Contents

The Research Process
Science and Research	p. 1
Elements of Research	p. 41
Research Ethics	p. 65
Sampling	p. 83
Research Approaches
Qualitative Research Methods	p. 107
Content Analysis	p. 139
Survey Research	p. 166
Longitudinal Research	p. 199
Experimental Research	p. 218
Data Analysis
Introduction to Statistics	p. 241
Hypothesis Testing	p. 264
Basic Statistical Procedures	p. 278
Research Applications
Research in the Print Media	p. 305
Research in the Electronic Media	p. 327
Research in Advertising	p. 356
Research in Public Relations	p. 379
Research in Media Effects	p. 392
Mass Media Research and the Internet	p. 427
Appendix Tables	p. 444
Glossary	p. 459
Name Index	p. 469
Subject Index	p. 478
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