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Mass Media Research: An Introduction » (9th Edition)

Book cover image of Mass Media Research: An Introduction by Roger D. Wimmer

Authors: Roger D. Wimmer, Joseph R. Dominick
ISBN-13: 9781439082744, ISBN-10: 143908274X
Format: Paperback
Publisher: Cengage Learning
Date Published: January 2010
Edition: 9th Edition

Author Biography: Roger D. Wimmer

Book Synopsis

Beginning with an overview of mass media research and research procedures, this textbook offers practical guidelines on the research process, research approaches, data analysis, and applications. Chapters cover ethics, sampling, qualitative research methods, content analysis, surveys, longitudinal research, experiments, statistics, hypothesis testing, and applications in various media. Wimmer is a research consultant. Dominick teaches journalism and mass communication at the University of Georgia. Annotation c. Book News, Inc., Portland, OR

Booknews

Part 1	The Research Process
Chapter 1	Science and Research	1
Chapter 2	Elements of Research	41
Chapter 3	Research Ethics	65
Chapter 4	Sampling	83
Part 2	Research Approaches
Chapter 5	Qualitative Research Methods	107
Chapter 6	Content Analysis	139
Chapter 7	Survey Research	166
Chapter 8	Longitudinal Research	199
Chapter 9	Experimental Research	218
Part 3	Data Analysis
Chapter 10	Introduction to Statistics	241
Chapter 11	Hypothesis Testing	264
Chapter 12	Basic Statistical Procedures	278
Part 4	Research Applications
Chapter 13	Research in the Print Media	305
Chapter 14	Research in the Electronic Media	327
Chapter 15	Research in Advertising	356
Chapter 16	Research in Public Relations	379
Chapter 17	Research in Media Effects	392
Chapter 18	Mass Media Research and the Internet	427
	Appendix Tables	444
	Glossary	459
	Name Index	469
	Subject Index	478