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Wimmer, Roger D.

Mass media research: an introduction/ Roger D. Wimmer and Joseph R. Dominick - 7th ed. - Belmont: Thomson/Wadsworth, 2003. - xii, 488 p. : ill. ; 25 cm. - (Wadsworth series in mass communication and journalism) .

Part 1. The Research Process --
Chapter 1. Science and Research --
Chapter 2. Elements of Research --
Chapter 3. Research Ethics --
Chapter 4. Sampling --
Part 2. Research Approaches --
Chapter 5. Qualitative Research Methods --
Chapter 6. Content Analysis --
Chapter 7. Survey Research --
Chapter 8. Longitudinal Research --
Chapter 9. Experimental Research --
Part 3. Data Analysis --
Chapter 10. Introduction to Statistics --
Chapter 11. Hypothesis Testing --
Chapter 12. Basic Statistical Procedures --
Part 4. Research Applications --
Chapter 13. Research in the Print Media --
Chapter 14. Research in the Electronic Media --
Chapter 15. Research in Advertising --
Chapter 16. Research in Public Relations --
Chapter 17. Research in Media Effects --
Chapter 18. Mass Media Research and the Internet --
Appendix Tables --
Glossary --
Name Index --
Subject Index.

ISBN: 0534562744

Subjects--Topical Terms:
Mass media--Research

Dewey Class. No.: 302.23072 / WIM/M