Mass Media Research An Introduction

ISBN-10: 143908274X
ISBN-13: 9781439082744
Edition: 9th 2011
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Book details

List price: $239.95
Edition: 9th
Copyright year: 2011
Publisher: Wadsworth
Publication date: 1/1/2010
Binding: Paperback
Pages: 480
Size: 7.50" wide x 9.75" long x 1.00" tall
Weight: 1.826
Language: English

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 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.

Preface
The Research Process
Science and Research
Elements of Research
Research Ethics
Sampling
Research Approaches
Qualitative Research Methods
Content Analysis
Survey Research
Longitudinal Research
Experimental Research
Data Analysis
Introduction to Statistics
Hypothesis Testing
Basic Statistical Procedures
Research Applications
Newspaper and Magazine Research
Research in the Electronic Media
Research in Advertising
Research in Public Relations
Appendix Tables
Glossary
Name Index
Subject Index

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