Mass Media Research: An Introduction
- ISBN-10
- 1111789533
- ISBN-13
- 9781111789534
- Series
- Mass Media Research
- Category
- Business & Economics
- Pages
- 480
- Language
- English
- Published
- 2010-01-01
- Publisher
- Cengage Learning
- Authors
- Roger D. Wimmer, Joseph R. Dominick
Description
MASS MEDIA RESEARCH: AN INTRODUCTION, 9e, begins with an overview of mass communication research and the ethics of research. It then explores each major approach to research, including qualitative research, content analysis, survey research, longitudinal research, and experimental research. The text continues with a section on data analysis and concludes with a forward-looking section on applying research methods to the primary areas of interest including print, electronic media, advertising, and public relations. Coverage of mass media research and the Internet, which was presented in a concluding chapter in the previous edition, has now been integrated as appropriate throughout the text. Important Notice: Media content referenced within the product description or the product text may not be available in the ebook version.
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