TY  - BOOK
AU  - Wimmer Roger D
TI  - Mass media research: an introduction
SN  - 9781439083925
U1  - 302.23072 
PY  - 2003///
CY  - Cengage Learning
PB  - Micheal Rosenberg
KW  - Mass media
N1  - 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
ER  -