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Mass Media Research: An Introduction / Edition 4

Mass Media Research: An Introduction / Edition 4

by Roger D. Wimmer


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Product Details

ISBN-13: 9780534174729
Publisher: Wadsworth
Publication date: 09/28/1993
Series: Wadsworth Series in Mass Communication
Edition description: Older Edition
Pages: 497
Product dimensions: 7.87(w) x 9.45(h) x (d)

About the Author

Roger Wimmer received his Ph.D. in mass media research from Bowling Green State University in Ohio in 1976, although he has been involved in mass media research since 1972. His expansive experience includes serving as a sales representative at KLSS and KSMN, Mason City, Iowa, instructor at the University of Wisconsin-Whitewater, assistant professor at the University of Mississippi, associate professor at the University of Georgia, and manager of research for Cox Broadcasting in Atlanta, Ga. Prior to founding Wimmer Research, Dr. Wimmer was co-founder of Wimmer-Hudson Research & Development, president/CEO/co-founder of The Eagle Group, president/general partner/co-founder of Paragon Research, and president of Surrey Research. He has extensive radio industry experience as well as all areas of research for the television and cable television industries, including stations, networks, and programming production. He has developed several research approaches to test local news content, on-air talent, and promotional activities. In addition, Dr. Wimmer has several years of experience in nonmedia research, working with such clients as The Aquarium of the Pacific, Coors, U.S. West, and Samsonite.

Joseph Dominick is a retired professor in the College of Journalism and Mass Communication at the University of Georgia. He received his undergraduate degree from the University of Illinois and his Ph.D. from Michigan State University in 1970. He taught for four years at Queens College of the City University of New York before going to the University of Georgia where, from 1980 to 1985, he served as the head of the Radio-TV-Film Sequence. The author or co-author of four additional books, Dr. Dominick also has published nearly 40 articles in scholarly journals. From 1976 to 1980, he served as the editor of the JOURNAL OF BROADCASTING. He has received research grants from the National Association of Broadcasters and from the American Broadcasting Company, and he has consulted for such organizations as the Robert Wood Johnson Foundation and the American Chemical Society.

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
Name Index469
Subject Index478

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