Mass Media Research: An Introduction / Edition 5

Mass Media Research: An Introduction / Edition 5

by Roger D. Wimmer, Joseph R. Dominick
     
 

ISBN-10: 0534244742

ISBN-13: 9780534244743

Pub. Date: 07/01/1996

Publisher: Wadsworth

This text begins with an overview of mass communication research and ethics of research. It then explores each major approach to research, including qualitative, 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

Overview

This text begins with an overview of mass communication research and ethics of research. It then explores each major approach to research, including qualitative, 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 as well as on the Internet.

Product Details

ISBN-13:
9780534244743
Publisher:
Wadsworth
Publication date:
07/01/1996
Series:
Mass Communication Ser.
Edition description:
Older Edition
Pages:
498
Product dimensions:
7.59(w) x 9.56(h) x 1.17(d)

Table of Contents

Part 1The Research Process
Chapter 1Science and Research1
Chapter 2Elements of Research41
Chapter 3Research Ethics65
Chapter 4Sampling83
Part 2Research Approaches
Chapter 5Qualitative Research Methods107
Chapter 6Content Analysis139
Chapter 7Survey Research166
Chapter 8Longitudinal Research199
Chapter 9Experimental Research218
Part 3Data Analysis
Chapter 10Introduction to Statistics241
Chapter 11Hypothesis Testing264
Chapter 12Basic Statistical Procedures278
Part 4Research Applications
Chapter 13Research in the Print Media305
Chapter 14Research in the Electronic Media327
Chapter 15Research in Advertising356
Chapter 16Research in Public Relations379
Chapter 17Research in Media Effects392
Chapter 18Mass Media Research and the Internet427
Appendix Tables444
Glossary459
Name Index469
Subject Index478

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