Mass Media Research
By Roger D. Wimmer, Joseph R. Dominick
About your course materials
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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About this product
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.
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".
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