Higher Education

Mass Media Research, 10th Edition

  • Roger D. Wimmer Wimmer Research
  • Joseph R. Dominick University of Georgia
  • ISBN-10: 1133307337  |  ISBN-13: 9781133307334
  • 496 Pages
  • © 2014 | Published
  • College Bookstore Wholesale Price = $163.00
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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. Completely up to date, the Tenth Edition fully integrates social media coverage, ethics, and the impact of merging technology on mass media research. It also provides expanded coverage of online research, the impact of tablets on readership, new advertising channels, social media message analytics, and much more. Available with InfoTrac® Student Collections http://gocengage.com/infotrac.

Additional Product Information

Features and Benefits

  • Offering a current definition of mass media, Chapter 1 "Science and Research" presents smart media as a sub-category of mass media as well as provides thorough discussions of the new mass media.
  • Chapter 2 "Elements of Research" includes up-to-date examples and discussions of various measurements instruments.
  • As it thoroughly explores sampling methods, Chapter 4 also spotlights the problems that can occur.
  • Chapter 5 "Qualitative Research Methods" features sections on the mixed method technique and "netnography".
  • Chapter 6 "Content Analysis" includes a section on framing analysis.
  • Comprehensive coverage in Chapter 9 "Experimental Research" includes discussions of how to minimize drop-outs in online experiments.
  • The clear presentation of Degrees of Freedom in Chapter 12 "Basic Statistical Procedures" eliminates the usual confusion with the concept.

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

  • Reflecting the latest developments from the field, MASS MEDIA RESEARCH, 10e is packed with up-to-the-minute research, real-world examples, and practical illustrations.
  • Chapter 3 "Research Ethics" now features new information on federal rules concerning the use of human subjects. It also offers an insightful discussion about the ethics of doing research involving social media such as Facebook and Twitter.
  • Chapter 7 "Survey Research" includes updated information on the types of survey research, along with expanded sections on Internet (online) research and identifying outliers in all types of research.
  • Chapter 13 "Newspaper and Magazine Research" looks at current research concerning the impact of tablet computers--such as the iPad--on newspaper and magazine readership.
  • Chapter 14 "Research in the Electronic Media" includes new information about Arbitron's Portable People Meter and other new research considerations related to audience ratings. In addition, an expanded discussion explores respondent verification for all research methods.
  • Chapter 15 "Research in Advertising" features expanded and updated discussions about new advertising channels, such as search engines and social media.
  • Chapter 16 "Research in Public Relations" now offers a section on social media message analytics, a group of measures becoming more important in public relations research.
  • InfoTrac® Student Collections are specialized databases expertly drawn from the Gale Academic One library. Each InfoTrac® Student Collection enhances the student learning experience in the specific course area related to the product. These specialized databases allow access to hundreds of scholarly and popular publications - all reliable sources - including journals, encyclopedias, and academic reports. Learn more and access at: http://gocengage.com/infotrac.


All supplements have been updated in coordination with the main title. Select the main title's "About" tab, then select "What's New" for updates specific to title's edition.

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Instructor Supplements

Online Instructor's Manual  (ISBN-10: 1285074556 | ISBN-13: 9781285074559)

Packed with resources designed to streamline and maximize the effectiveness of your course preparation, this helpful manual includes chapter overviews, class-tested activities and exercises, technology resources, test items, and assessment tests. Each chapter includes a chapter overview and true/false, multiple choice, fill-in-the-blank, and essay test items. Many quiz and exam questions are new to the 10th edition.

InfoTrac® College Edition Printed Access Card  (ISBN-10: 0534558534 | ISBN-13: 9780534558536)

This online research and learning center offers over 20 million full-text articles from nearly 6,000 scholarly and popular periodicals. The articles cover a broad spectrum of disciplines and topics--ideal for every type of researcher. Learn more at www.cengage.com/infotrac. (Access code/card required).

List Price = $32.00  | College Bookstore Wholesale Price = $24.00

Student Supplements

InfoTrac® College Edition Printed Access Card  (ISBN-10: 0534558534 | ISBN-13: 9780534558536)

Save time, save money, and eliminate the trek to the library and long waits for reserved readings with InfoTrac® College Edition, an online university library of more than 5,000 academic and popular magazines, newspapers, and journals.

List Price = $32.00  | College Bookstore Wholesale Price = $24.00

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.