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Mass Media Research : An Introduction

Author(s): Roger D. Wimmer

ISBN: 9788131526286

10th Edition

India Release: 2015

₹795

Binding: Paperback

Pages: 496

Trim Size: 241 x 181 mm

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Reflecting the latest developments from the field, MASS MEDIA RESEARCH: AN INTRODUCTION, 10E, delivers a comprehensive overview of mass communication research and a thorough exploration of each major approach--including qualitative research, content analysis, survey research, longitudinal research, and experimental research. The text continues with an expansive section on data analysis and concludes with cutting-edge coverage on applying research methods to the primary areas of interest, including print, electronic media, advertising, and public relations.

Chapter 1 defines mass media and discusses smart media as a sub-category.
Chapter 2 covers elements of research with updated examples and discussions.
Chapter 4 explores sampling methods and highlights associated problems.
Chapter 5 includes sections on mixed method technique and "netnography" in qualitative research.
Chapter 6 features content analysis with a section on framing analysis.
Chapter 9 covers experimental research with a focus on minimizing drop-outs in online experiments.
Chapter 12 clarifies the concept of Degrees of Freedom in statistical procedures.
Packed with up-to-date research, real-world examples, and practical illustrations.
Chapter 3 discusses research ethics and the ethics of social media research.
Chapter 7 includes updated information on survey research and outliers.
Chapter 13 looks at the impact of tablet computers on newspaper and magazine readership.
Chapter 14 explores new research considerations in electronic media, such as audience ratings.
Chapter 15 discusses new advertising channels like search engines and social media.
Chapter 16 includes a section on social media message analytics in public relations research

Preface.

PART I: THE RESEARCH PROCESS.

1. Science and Research.

2. Elements of Research.

3. Research Ethics.

4. Sampling.

PART II: RESEARCH APPROACHES.

5. Qualitative Research Methods.

6. Content Analysis.

7. Survey Research.

8. Longitudinal Research.

9. Experimental Research.

PART III: DATA ANALYSIS.

10. Introduction to Statistics.

11. Hypothesis Testing.

12. Basic Statistical Procedures.

PART IV: RESEARCH APPLICATIONS.

13. Newspaper and Magazine Research.

14. Research in the Electronic Media.

15. Research in Advertising.

16. Research in Public Relations.

Appendix Tables.

Glossary.

Name Index.

Subject Index.

Roger D. Wimmer

Roger Wimmer received his Ph.D. in mass media research from Bowling Green State University in Ohio in 1976, although he has been involved in mass media research since 1972.

Joseph R. Dominick

Joseph Dominick is a retired professor in the College of Journalism and Mass Communication at the University of Georgia.