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Mass Media Research: An Introduction (with InfoTrac?) by Roger D. Wimmer, Joseph R. Dominick, Joseph R. Dominick

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Publisher: Cengage Learning
Pub. Date: March 2005
ISBN-13: 9780534647186
Sales Rank: 161,965
480pp
Series: Wadsworth Series in Mass Communication and Journalism
Edition Description: REV
Edition Number: 8

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Synopsis

In this basic text, consultant Wimmer and Dominick (journalism and mass communication, U. of Georgia) give students practical advice on methods and tools. They cover the research process, including its elements, theoretical and scientific bases, ethics, and sampling techniques, research approaches such as qualitative methods, content analysis, survey research, longitudinal research and experimental research, data analysis, including basic statistics and hypothesis testing, and applications including research in the print and electronic media, in advertising and public relations, and on the Internet. The authors include a glossary and the publisher includes a companion website. Annotation ©2004 Book News, Inc., Portland, OR

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Biography

Roger Wimmer is founder of Wimmer Research, a full-service media research company located in Denver, Colorado.

Joseph Dominick is a Professor in the College of Journalism and Mass Communication at the University of Georgia.

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Table of Contents

Part 1	The Research Process
Chapter 1	Science and Research	1
	Introduction	2
	What Is Research?	2
	Getting Started	5
	The Development of Mass Media Research	7
	Media Research and the Scientific Method	10
	The Methods of Knowing	10
	Characteristics of the Scientific Method	11
	Two Sectors of Research: Academic and Private	15
	Research Procedures	16
	Determining Topic Relevance	21
	Stating a Hypothesis or Research Question	25
	Data Analysis and Interpretation	26
	Internal Validity	27
	External Validity	32
	Presenting Results	32
	Research Suppliers and Field Services	33
	Summary	38
	Key Terms	39
	Using the Internet	40
	Questions and Problems for Further Investigation	40
	References and Suggested Readings	40
Chapter 2	Elements of Research	43
	Concepts and Constructs	44
	Independent and Dependent Variables	45
	Qualitative and Quantitative Research	48
	The Nature of Measurement	50
	Levels of Measurement	52
	Measurement Scales	55
	Reliability and Validity	58
	Summary	63
	Key Terms	64
	Using the Internet	64
	Questions and Problems for Further Investigation	64
	References and Suggested Readings	65
Chapter 3	Research Ethics	66
	Ethics and the Research Process	67
	Why Be Ethical?	67
	General Ethical Theories	68
	Ethical Principles	69
	Specific Ethical Problems	71
	Ethics and Online Research	82
	Summary	84
	Key Terms	84
	Using the Internet	85
	Questions and Problems for Further Investigation	85
	References and Suggested Readings	85
Chapter 4	Sampling	87
	Population and Sample	88
	Probability and Nonprobability Samples	89
	Sample Size	100
	Sampling Error	102
	Summary	109
	Key Terms	110
	Using the Internet	110
	Questions and Problems for Further Investigation	110
	References and Suggested Readings	111
Part 2	Research Approaches
Chapter 5	Qualitative Research Methods	112
	Aims and Philosophy	113
	Data Analysis in Qualitative Research	116
	Field Observations	120
	Focus Groups	128
	Intensive Interviews	135
	Case Studies	136
	Ethnography	140
	Writing the Qualitative Research Report	143
	Summary	145
	Key Terms	146
	Using the Internet	146
	Questions and Problems for Further Investigation	146
	References and Suggested Readings	147
Chapter 6	Content Analysis	149
	Definition of Content Analysis	150
	Uses of Content Analysis	151
	Limitations of Content Analysis	153
	Steps in Content Analysis	154
	Reliability	165
	Validity	170
	Examples of Content Analysis	171
	Content Analysis and the Internet	171
	Summary	173
	Key Terms	174
	Using the Internet	174
	Questions and Problems for Further Investigation	174
	References and Suggested Readings	174
Chapter 7	Survey Research	178
	Descriptive and Analytical Surveys	179
	Advantages and Disadvantages of Survey Research	179
	Constructing Questions	180
	Questionnaire Design	189
	Pretesting	194
	Gathering Survey Data	194
	Achieving a Reasonable Response Rate	205
	General Problems in Survey Research	206
	Summary	207
	Key Terms	208
	Using the Internet	208
	Questions and Problems for Further Investigation	208
	References and Suggested Readings	209
Chapter 8	Longitudinal Research	211
	Development	212
	Types of Longitudinal Studies	213
	Panel Studies	218
	Special Panel Designs	222
	Analyzing Causation in Panel Data	223
	Combining Qualitative and Quantitative Data in Longitudinal Research	225
	Longitudinal Research on the Internet	225
	Longitudinal Design in Experiments	226
	Summary	227
	Key Terms	227
	Using the Internet	227
	Questions and Problems for Further Investigation	227
	References and Suggested Readings	228
Chapter 9	Experimental Research	230
	Advantages and Disadvantages of Laboratory Experiments	231
	Conducting Experimental Research	233
	Control of Confounding Variables	235
	Experimental Design	237
	Field Experiments	244
	Online Experiments	250
	Summary	252
	Key Terms	253
	Using the Internet	253
	Questions and Problems for Further Investigation	253
	References and Suggested Readings	253
Part 3	Data Analysis
Chapter 10	Introduction to Statistics	255
	Descriptive Statistics	256
	Sample Distribution	271
	Data Transformation	275
	Summary	276
	Key Terms	276
	Using the Internet	276
	Questions and Problems for Further Investigation	277
	References and Suggested Readings	277
Chapter 11	Hypothesis Testing	278
	Research Questions and Hypotheses	279
	Testing Hypotheses for Statistical Significance	283
	Summary	290
	Key Terms	291
	Using the Internet	291
	Questions and Problems for Further Investigation	291
	References and Suggested Readings	291
Chapter 12	Basic Statistical Procedures	292
	History of Small-Sample Statistics	293
	Nonparametric Statistics	294
	Parametric Statistics	298
	Summary	317
	Key Terms	317
	Using the Internet	317
	Questions and Problems for Further Investigation	318
	References and Suggested Readings	318
Part 4	Research Applications
Chapter 13	Research in the Print Media	319
	Background	320
	Types of Print Media Research	322
	Print Media Research and the Internet	333
	Summary	334
	Key Terms	335
	Using the Internet	335
	Questions and Problems for Further Investigation	335
	References and Suggested Readings	335
Chapter 14	Research in the Electronic Media	339
	Background	340
	Ratings Research	341
	Nonratings Research	359
	Summary	366
	Key Terms	367
	Using the Internet	367
	Questions and Problems for Further Investigation	367
	References and Suggested Readings	368
Chapter 15	Research in Advertising	369
	Copy Testing	370
	Media Research	378
	Campaign Assessment Research	386
	Qualitative Techniques in Advertising Research	388
	Summary	392
	Key Terms	392
	Using the Internet	392
	Questions and Problems for Further Investigation	392
	References and Suggested Readings	393
Chapter 16	Research in Public Relations	395
	Types of Public Relations Research	396
	Research in the Public Relations Process	397
	Summary	408
	Key Terms	408
	Using the Internet	408
	Questions and Problems for Further Investigation	408
	References and Suggested Readings	409
Chapter 17	Mass Media Research and the Internet	411
	Brief History of the Internet	412
	Research and the Internet-Background	414
	Internet Data Collection Approaches	415
	Frequently Asked Questions	416
	Advantages of Internet Research	419
	Disadvantages of Internet Research	423
	Practical and Ethical Considerations of Internet Research	424
	The Future of Internet Research	425
	Internet Research Companies	426
	Summary	427
	Key Terms	427
	Using the Internet	427
	Questions and Problems for Further Investigation	428
	References and Suggested Readings	428
Appendix	Tables	429
	Glossary	443
	Name Index	453
	Subject Index	459

Mass Media Research: An Introduction (with InfoTrac?) by Roger D. Wimmer, Joseph R. Dominick, Joseph R. Dominick

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Mass Media Research: An Introduction (with InfoTrac?) by Roger D. Wimmer, Joseph R. Dominick, Joseph R. Dominick

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