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.
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Table of Contents
PART I: THE RESEARCH PROCESS.
1. Science and Research.
2. Elements of Research.
3. Research Ethics.
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.