Wimmer, Roger D. creator Dominick, Joseph R. text xxu Boston Wadsworth/ Cengage Learning 2011 9th ed. monographic eng

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xii, 464 p .: ill. ; 23 cm. 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. Roger D. Wimmer and Joseph R. Dominick. Includes appendix and index. P91.3.W47(9e) 9781439083925 190921