Mass Media Research An Introduction
by Wimmer, Roger D.; Dominick, Joseph R.Format: Hardcover
Pub. Date: 1993-09-14
Publisher(s): 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
| 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 |
| Table of Contents provided by Syndetics. All Rights Reserved. |
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