Mass media research: an introduction. / Roger D. Wimmer and Joseph R. Dominick.
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TextPublication details: Boston: Wadsworth/ Cengage Learning, 2011.Edition: 9th edDescription: xii, 464 p .: ill. ; 23 cmISBN: - 9781439083925
- P91.3.W47(9e)
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Includes appendix and index.
Contents: Part One: The research process: Science and research -- Elements of research -- Research ethics -- Sampling -- Part Two: Research approaches: Qualitative research methods -- Content analysis -- Survey research -- Longitudinal research -- Experimental research -- Part Three: Data analysis: Introduction to statistics -- Hypothesis testing -- Basic statistical procedures -- Part Four: Research applications: Newspaper and magazine research -- Research in electronic media -- Research in advertising -- Research in public relations.
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