Mass Media Research / Edition 10

Mass Media Research / Edition 10

by Roger D. Wimmer, Dominick
     
 

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ISBN-10: 1133307337

ISBN-13: 9781133307334

Pub. Date: 01/01/2013

Publisher: Cengage Learning

Quality media is the result of meticulous research. MASS MEDIA RESEARCH: AN INTRODUCTION, 10e, shows you how it happens—from content analysis to surveys to experimental research—and then equips you with expert tips on analyzing the media you encounter in your daily life. Reflecting the latest developments from the field, this popular book delivers a

Overview

Quality media is the result of meticulous research. MASS MEDIA RESEARCH: AN INTRODUCTION, 10e, shows you how it happens—from content analysis to surveys to experimental research—and then equips you with expert tips on analyzing the media you encounter in your daily life. Reflecting the latest developments from the field, this popular book delivers a comprehensive overview of mass communication research and a thorough exploration of each major approach—including qualitative research, content analysis, survey research, longitudinal research, and experimental research. It also fully integrates social media coverage, ethics, and the impact of merging technology. Available with InfoTrac Student Collections http://gocengage.com/infotrac.

Product Details

ISBN-13:
9781133307334
Publisher:
Cengage Learning
Publication date:
01/01/2013
Edition description:
New Edition
Pages:
496
Sales rank:
286,223
Product dimensions:
7.20(w) x 9.10(h) x 0.70(d)

Table of Contents

Preface. PART I: THE RESEARCH PROCESS. 1. Science and Research. 2. Elements of Research. 3. Research Ethics. 4. Sampling. PART II: RESEARCH APPROACHES. 5. Qualitative Research Methods. 6. Content Analysis. 7. Survey Research. 8. Longitudinal Research. 9. Experimental Research. PART III: DATA ANALYSIS. 10. Introduction to Statistics. 11. Hypothesis Testing. 12. Basic Statistical Procedures. PART IV: RESEARCH APPLICATIONS. 13. Newspaper and Magazine Research. 14. Research in the Electronic Media. 15. Research in Advertising. 16. Research in Public Relations. Appendix Tables. Glossary. Name Index. Subject Index.

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