Wimmer, Roger D. <br/><br/>
Mass media research: an introduction. / 
Roger D. Wimmer and Joseph R. Dominick. 
 - 9th ed. 
 - Boston:  Wadsworth/ Cengage Learning,  2011. 
 - xii, 464 p .:   ill. ;  23 cm. 
<br/><br/> Includes appendix and index. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>9781439083925 
<br/><br/><label>LC Class. No.: </label>P91.3.W47(9e)