Mass media research : an introduction

Wimmer, Roger D.

Mass media research : an introduction - 7th Edition. - Belmont, CA : Thomson/Wadsworth, c2003. - xii, 488 p. : illustrations ;

Included Glossary, Index.

Part 1. The Research Process --
Chapter 1. Science and Research --
Chapter 2. Elements of Research --
Chapter 3. Research Ethics --
Chapter 4. Sampling --
Part 2. Research Approaches --
Chapter 5. Qualitative Research Methods --
Chapter 6. Content Analysis --
Chapter 7. Survey Research --
Chapter 8. Longitudinal Research --
Chapter 9. Experimental Research --
Part 3. Data Analysis --
Chapter 10. Introduction to Statistics --
Chapter 11. Hypothesis Testing --
Chapter 12. Basic Statistical Procedures --
Part 4. Research Applications --
Chapter 13. Research in the Print Media --
Chapter 14. Research in the Electronic Media --
Chapter 15. Research in Advertising --
Chapter 16. Research in Public Relations --
Chapter 17. Research in Media Effects --
Chapter 18. Mass Media Research and the Internet --
Appendix Tables --
Glossary --
Name Index --
Subject Index.

This text begins with an overview of mass communication research and ethics of research. It then explores each major approach to research, including qualitative research, content analysis, survey research, longitudinal research, and experimental research. The text continues with a section on data analysis, and concludes with a forward-looking section on research applications, covering such topics as research in print and electronic media and on the Internet.

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