Mass Media Research An Introduction

ISBN-10: 0534647189
ISBN-13: 9780534647186
Edition: 8th 2006 (Revised)
List price: $217.95
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Description: 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  More...

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Book details

List price: $217.95
Edition: 8th
Copyright year: 2006
Publisher: Wadsworth
Publication date: 3/22/2005
Binding: Paperback
Pages: 480
Size: 7.25" wide x 9.00" long x 0.75" tall
Weight: 1.870
Language: English

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.

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 Broadcasters and from the American Broadcasting Company and has consulted for such organizations as the Robert Wood Johnson Foundation and the American Chemical Society.

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.

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

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