Home > General > Mass Media Research: An Introduction
20%
Mass Media Research: An Introduction

Mass Media Research: An Introduction

4.8       |  8 Reviews 
5
4
3
2
1

Available


Premium quality
Premium quality
Bookswagon upholds the quality by delivering untarnished books. Quality, services and satisfaction are everything for us!
Easy Return
Easy return
Not satisfied with this product! Keep it in original condition and packaging to avail easy return policy.
Certified product
Certified product
First impression is the last impression! Address the book’s certification page, ISBN, publisher’s name, copyright page and print quality.
Secure Checkout
Secure checkout
Security at its finest! Login, browse, purchase and pay, every step is safe and secured.
Money back guarantee
Money-back guarantee:
It’s all about customers! For any kind of bad experience with the product, get your actual amount back after returning the product.
On time delivery
On-time delivery
At your doorstep on time! Get this book delivered without any delay.
Quantity:
Add to Wishlist

About the Book

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 emerging 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.

Features:

• 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.
• 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.

About the Author

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.



Table of Contents:
Preface. 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.


Best Sellers



Product Details
  • ISBN-13: 9788131526286
  • Publisher: Cengage Learning India
  • Publisher Imprint: Wadsworth
  • Edition: 10
  • Language: English
  • Width: 181 mm
  • ISBN-10: 8131526283
  • Publisher Date: January, 2015
  • Binding: Paperback
  • Height: 241 mm
  • No of Pages: 496

Related Categories

Similar Products

Add Photo
Add Photo

Customer Reviews

4.8       |  8 Reviews 
out of (%) reviewers recommend this product
Top Reviews
Rating Snapshot
Select a row below to filter reviews.
5
4
3
2
1
Average Customer Ratings
4.8       |  8 Reviews 
00 of 0 Reviews
Sort by :
Active Filters

00 of 0 Reviews
SEARCH RESULTS
1–2 of 2 Reviews
    BoxerLover2 - 5 Days ago
    A Thrilling But Totally Believable Murder Mystery

    Read this in one evening. I had planned to do other things with my day, but it was impossible to put down. Every time I tried, I was drawn back to it in less than 5 minutes. I sobbed my eyes out the entire last 100 pages. Highly recommend!

    BoxerLover2 - 5 Days ago
    A Thrilling But Totally Believable Murder Mystery

    Read this in one evening. I had planned to do other things with my day, but it was impossible to put down. Every time I tried, I was drawn back to it in less than 5 minutes. I sobbed my eyes out the entire last 100 pages. Highly recommend!


Sample text
Photo of
    Media Viewer

    Sample text
    Reviews
    Reader Type:
    BoxerLover2
    00 of 0 review

    Your review was submitted!
    Mass Media Research: An Introduction
    Cengage Learning India -
    Mass Media Research: An Introduction
    Writing guidlines
    We want to publish your review, so please:
    • keep your review on the product. Review's that defame author's character will be rejected.
    • Keep your review focused on the product.
    • Avoid writing about customer service. contact us instead if you have issue requiring immediate attention.
    • Refrain from mentioning competitors or the specific price you paid for the product.
    • Do not include any personally identifiable information, such as full names.

    Mass Media Research: An Introduction

    Required fields are marked with *





     
    Review Title*
    Review
      Add Photo Add up to 6 photos
      Would you recommend this product to a friend?

      Tag this Book




















      Read more
      Does your review contain spoilers?
       
      What type of reader best describes you?
      I agree to the terms & conditions
       
      You may receive emails regarding this submission. Any emails will include the ability to opt-out of future communications.

      CUSTOMER RATINGS AND REVIEWS AND QUESTIONS AND ANSWERS TERMS OF USE

      These Terms of Use govern your conduct associated with the Customer Ratings and Reviews and/or Questions and Answers service offered by Bookswagon (the "CRR Service").


      By submitting any content to Bookswagon, you guarantee that:
      • You are the sole author and owner of the intellectual property rights in the content;
      • All "moral rights" that you may have in such content have been voluntarily waived by you;
      • All content that you post is accurate;
      • You are at least 13 years old;
      • Use of the content you supply does not violate these Terms of Use and will not cause injury to any person or entity.
      You further agree that you may not submit any content:
      • That is known by you to be false, inaccurate or misleading;
      • That infringes any third party's copyright, patent, trademark, trade secret or other proprietary rights or rights of publicity or privacy;
      • That violates any law, statute, ordinance or regulation (including, but not limited to, those governing, consumer protection, unfair competition, anti-discrimination or false advertising);
      • That is, or may reasonably be considered to be, defamatory, libelous, hateful, racially or religiously biased or offensive, unlawfully threatening or unlawfully harassing to any individual, partnership or corporation;
      • For which you were compensated or granted any consideration by any unapproved third party;
      • That includes any information that references other websites, addresses, email addresses, contact information or phone numbers;
      • That contains any computer viruses, worms or other potentially damaging computer programs or files.
      You agree to indemnify and hold Bookswagon (and its officers, directors, agents, subsidiaries, joint ventures, employees and third-party service providers, including but not limited to Bazaarvoice, Inc.), harmless from all claims, demands, and damages (actual and consequential) of every kind and nature, known and unknown including reasonable attorneys' fees, arising out of a breach of your representations and warranties set forth above, or your violation of any law or the rights of a third party.


      For any content that you submit, you grant Bookswagon a perpetual, irrevocable, royalty-free, transferable right and license to use, copy, modify, delete in its entirety, adapt, publish, translate, create derivative works from and/or sell, transfer, and/or distribute such content and/or incorporate such content into any form, medium or technology throughout the world without compensation to you. Additionally,  Bookswagon may transfer or share any personal information that you submit with its third-party service providers, including but not limited to Bazaarvoice, Inc. in accordance with  Privacy Policy


      All content that you submit may be used at Bookswagon's sole discretion. Bookswagon reserves the right to change, condense, withhold publication, remove or delete any content on Bookswagon's website that Bookswagon deems, in its sole discretion, to violate the content guidelines or any other provision of these Terms of Use.  Bookswagon does not guarantee that you will have any recourse through Bookswagon to edit or delete any content you have submitted. Ratings and written comments are generally posted within two to four business days. However, Bookswagon reserves the right to remove or to refuse to post any submission to the extent authorized by law. You acknowledge that you, not Bookswagon, are responsible for the contents of your submission. None of the content that you submit shall be subject to any obligation of confidence on the part of Bookswagon, its agents, subsidiaries, affiliates, partners or third party service providers (including but not limited to Bazaarvoice, Inc.)and their respective directors, officers and employees.

      Accept

      New Arrivals



      Inspired by your browsing history


      Your review has been submitted!

      You've already reviewed this product!