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.