Mass Media Research
An Introduction
10th Edition
Published on 1. January 2013
Book
Paperback/Softback
496 pages
978-1-133-30733-4 (ISBN)
Description
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 (R) Student Collections http://gocengage.com/infotrac.
More details
Edition
10th edition
Language
English
Place of publication
Belmont, CA
United States
Publishing group
Cengage Learning, Inc
Target group
College/higher education
Product notice
Paperback (trade)
Unsewn / adhesive bound
Dimensions
Height: 231 mm
Width: 183 mm
Thickness: 20 mm
Weight
771 gr
ISBN-13
978-1-133-30733-4 (9781133307334)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
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.
Content
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.