Description
Quality media is the result of meticulous research. MASS MEDIA RESEARCH: AN INTRODUCTION shows you how it happens, from content analysis to surveys to experimental research, then gives you expert tips on analyzing the media you encounter in your daily life. Plus, this media research textbook is packed with study tools and review aids to help you get the grade you need in class as well.
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In this basic text, consultant Wimmer and Dominick (journalism and mass communication, U. of Georgia) give students practical advice on methods and tools. They cover the research process, including its elements, theoretical and scientific bases, ethics, and sampling techniques, research approaches such as qualitative methods, content analysis, survey research, longitudinal research and experimental research, data analysis, including basic statistics and hypothesis testing, and applications including research in the print and electronic media, in advertising and public relations, and on the Internet. The authors include a glossary and the publisher includes a companion website. Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)
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