Mass Media Research An Introduction

Name: Mass Media Research An Introduction
Price: 4.64 USD
Availability: InStock
ISBN: 9780534647186

ISBN-10: 0534647189

ISBN-13: 9780534647186

Edition: 8th 2006 (Revised)

Authors: Joseph R. Dominick, Roger D. Wimmer

List price: $217.95

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MASS MEDIA RESEARCH 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.

Book details

List price: $217.95
Edition: 8th
Copyright year: 2006
Publisher: Wadsworth
Publication date: 3/22/2005
Binding: Paperback
Pages: 512
Size: 7.25" wide x 9.00" long x 0.75" tall
Weight: 1.584
Language: English

Joseph R. Dominick 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 coming to the College of Journalism and Mass Communication at the University of Georgia where, from 1980 to 1985, he served as head of the Radio-TV-Film Sequence. Dr. Dominick is the author of three books in addition to The Dynamics of Mass Communication and has published more than thirty articles in scholarly journals. From 1976 to 1980, Dr. Dominick served as editor of the Journal of Broadcasting. He has received research grants from the National Association of…

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…




The Research Process



Science and Research


Introduction


What Is Research?


Getting Started


The Development of Mass Media Research


Media Research and the Scientific Method


The Methods of Knowing


Characteristics of the Scientific Method


Two Sectors of Research: Academic and Private


Research Procedures


Determining Topic Relevance


Stating a Hypothesis or Research Question


Data Analysis and Interpretation


Internal Validity


External Validity


Presenting Results


Research Suppliers and Field Services


Summary


Key Terms


Using the Internet


Questions and Problems for Further Investigation


References and Suggested Readings



Elements of Research


Concepts and Constructs


Independent and Dependent Variables


Qualitative and Quantitative Research


The Nature of Measurement


Levels of Measurement


Measurement Scales


Reliability and Validity


Summary


Key Terms


Using the Internet


Questions and Problems for Further Investigation


References and Suggested Readings



Research Ethics


Ethics and the Research Process


Why Be Ethical?


General Ethical Theories


Ethical Principles


Specific Ethical Problems


Ethics and Online Research


Summary


Key Terms


Using the Internet


Questions and Problems for Further Investigation


References and Suggested Readings



Sampling


Population and Sample


Probability and Nonprobability Samples


Sample Size


Sampling Error


Summary


Key Terms


Using the Internet


Questions and Problems for Further Investigation


References and Suggested Readings



Research Approaches



Qualitative Research Methods


Aims and Philosophy


Data Analysis in Qualitative Research


Field Observations


Focus Groups


Intensive Interviews


Case Studies


Ethnography


Writing the Qualitative Research Report


Summary


Key Terms


Using the Internet


Questions and Problems for Further Investigation


References and Suggested Readings



Content Analysis


Definition of Content Analysis


Uses of Content Analysis


Limitations of Content Analysis


Steps in Content Analysis


Reliability


Validity


Examples of Content Analysis


Content Analysis and the Internet


Summary


Key Terms


Using the Internet


Questions and Problems for Further Investigation


References and Suggested Readings



Survey Research


Descriptive and Analytical Surveys


Advantages and Disadvantages of Survey Research


Constructing Questions


Questionnaire Design


Pretesting


Gathering Survey Data


Achieving a Reasonable Response Rate


General Problems in Survey Research


Summary


Key Terms


Using the Internet


Questions and Problems for Further Investigation


References and Suggested Readings



Longitudinal Research


Development


Types of Longitudinal Studies


Panel Studies


Special Panel Designs


Analyzing Causation in Panel Data


Combining Qualitative and Quantitative Data in Longitudinal Research


Longitudinal Research on the Internet


Longitudinal Design in Experiments


Summary


Key Terms


Using the Internet


Questions and Problems for Further Investigation


References and Suggested Readings



Experimental Research


Advantages and Disadvantages of Laboratory Experiments


Conducting Experimental Research


Control of Confounding Variables


Experimental Design


Field Experiments


Online Experiments


Summary


Key Terms


Using the Internet


Questions and Problems for Further Investigation


References and Suggested Readings



Data Analysis



Introduction to Statistics


Descriptive Statistics


Sample Distribution


Data Transformation


Summary


Key Terms


Using the Internet


Questions and Problems for Further Investigation


References and Suggested Readings



Hypothesis Testing


Research Questions and Hypotheses


Testing Hypotheses for Statistical Significance


Summary


Key Terms


Using the Internet


Questions and Problems for Further Investigation


References and Suggested Readings



Basic Statistical Procedures


History of Small-Sample Statistics


Nonparametric Statistics


Parametric Statistics


Summary


Key Terms


Using the Internet


Questions and Problems for Further Investigation


References and Suggested Readings



Research Applications



Research in the Print Media


Background


Types of Print Media Research


Print Media Research and the Internet


Summary


Key Terms


Using the Internet


Questions and Problems for Further Investigation


References and Suggested Readings



Research in the Electronic Media


Background


Ratings Research


Nonratings Research


Summary


Key Terms


Using the Internet


Questions and Problems for Further Investigation


References and Suggested Readings



Research in Advertising


Copy Testing


Media Research


Campaign Assessment Research


Qualitative Techniques in Advertising Research


Summary


Key Terms


Using the Internet


Questions and Problems for Further Investigation


References and Suggested Readings



Research in Public Relations


Types of Public Relations Research


Research in the Public Relations Process


Summary


Key Terms


Using the Internet


Questions and Problems for Further Investigation


References and Suggested Readings



Mass Media Research and the Internet


Brief History of the Internet


Research and the Internet-Background


Internet Data Collection Approaches


Frequently Asked Questions


Advantages of Internet Research


Disadvantages of Internet Research


Practical and Ethical Considerations of Internet Research


The Future of Internet Research


Internet Research Companies


Summary


Key Terms


Using the Internet


Questions and Problems for Further Investigation


References and Suggested Readings



Tables


Glossary


Name Index


Subject Index