Higher Education

Mass Media Research: An Introduction, 9th Edition

  • Roger D. Wimmer Wimmer Research
  • Joseph R. Dominick University of Georgia
  • ISBN-10: 143908274X  |  ISBN-13: 9781439082744
  • 480 Pages
  • Previous Editions: 2006, 2003, 2000
  • © 2011 | Published
  • College Bookstore Wholesale Price = $175.50
  • Newer Edition Available
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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.

Features and Benefits

  • The authors' clear writing style makes this text ideal for introductory level courses in research.
  • Extensive discussion on hypothesis testing clarifies this fundamental research component.
  • The robust pedagogy includes chapter summaries to help students identify key concepts within each chapter and themed boxes that take readers "inside" the various research topics.
  • Substantial coverage is given to research ethics and qualitative research methods in print media, advertising, and public relations.
  • Authors maintain a website that includes a chapter on Media Effects, additional exercises and readings, and much more! www.wimmerdominick.com.

Table of Contents

1. Science and Research.
2. Elements of Research.
3. Research Ethics.
4. Sampling.
5. Qualitative Research Methods.
6. Content Analysis.
7. Survey Research.
8. Longitudinal Research.
9. Experimental Research.
10. Introduction to Statistics.
11. Hypothesis Testing.
12. Basic Statistical Procedures.
13. Newspaper and Magazine Research.
14. Research in the Electronic Media.
15. Research in Advertising.
16. Research in Public Relations.
Appendix Tables.
Name Index.
Subject Index.

What's New

  • New "An Inside Look" features replace the previous editions' "A Closer Look" boxes. Timely new topics include a look at the ethical propriety of a Northeastern University study that covertly monitored the cell phone use of 100,000 people outside the United States to study their travel patterns; the ethical dilemmas posed by "datamining" internet sites like Facebook for information on subjects; and the role of research in Amazon's decision to offer customers product suggestions based on their book selections prior to checkout.
  • Additional "An Inside Look" features introduce readers to a free website called QUAID (Question Understanding Aid) from the University of Memphis that checks survey questions for potential problems; explore the use of COMPUTATIONAL HANDBOOK OF STATISTICS (Bruning/Kintz) for help in using Excel for conducting more complicated surveys; and suggest new technologies for measuring readership with RFID.
  • The text has been updated to emphasize the importance of research to the success of mass media outlets and to reflect how a lack of research has contributed to declining profitability. Factors considered include the impact of deregulation and industry consolidation on radio and the proliferation of alternative media like the iPhone and MP3 players.
  • Expanded coverage of online advertising and Internet research includes a special note on using online sources for data collection and surveys and a revised discussion of online methods of qualitative research, including: field observation, focus groups, intensive interviewing, ethnography, research blogs, and research communities.
  • Updates to the coverage of research and theory include: a revised treatment of online public relations research and new section about usability research; discussion of the problems of deceiving research participants; and additions to the code of ethics for researchers newly proposed by the Association for Education in Journalism and Mass Communication.
  • Coverage of mass media research and the Internet, which was previously presented in a concluding chapter, has now been integrated as appropriate throughout to text to better reflect its impact on all aspects of the research process.


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Meet the Author

Author Bio

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. His expansive experience includes serving as a sales representative at KLSS and KSMN, Mason City, Iowa, instructor at the University of Wisconsin-Whitewater, assistant professor at the University of Mississippi, associate professor at the University of Georgia, and manager of research for Cox Broadcasting in Atlanta, Ga. Prior to founding Wimmer Research, Dr. Wimmer was co-founder of Wimmer-Hudson Research & Development, president/CEO/co-founder of The Eagle Group, president/general partner/co-founder of Paragon Research, and president of Surrey Research. He has extensive radio industry experience as well as all areas of research for the television and cable television industries, including stations, networks, and programming production. He has developed several research approaches to test local news content, on-air talent, and promotional activities. In addition, Dr. Wimmer has several years of experience in nonmedia research, working with such clients as The Aquarium of the Pacific, Coors, U.S. West, and Samsonite.

Joseph R. Dominick

Joseph Dominick is a retired professor in the College of Journalism and Mass Communication at the University of Georgia. He received his undergraduate degree from the University of Illinois and his Ph.D. from Michigan State University in 1970. He taught for four years at Queens College of the City University of New York before going to the University of Georgia where, from 1980 to 1985, he served as the head of the Radio-TV-Film Sequence. The author or co-author of four additional books, Dr. Dominick also has published nearly 40 articles in scholarly journals. From 1976 to 1980, he served as the editor of the JOURNAL OF BROADCASTING. He has received research grants from the National Association of Broadcasters and from the American Broadcasting Company, and he has consulted for such organizations as the Robert Wood Johnson Foundation and the American Chemical Society.