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

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

Biography

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. Roger's background includes a position 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, Roger 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. Roger 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, Roger has several years of experience in non-media research, working with clients such as The Aquarium of the Pacific, Coors, U.S. West, and Samsonite.

Joseph Dominick is a retired Professor in the College of Journalism and Mass Communication at the University of Georgia. Dr. Dominick 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. Dr. Dominick is the author or co-author offour books in addition to MASS MEDIA RESEARCH and has published nearly 40 articles in scholarly journals. From 1976 to 1980, Dr. Dominick 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 has consulted for such organizations as the Robert Wood Johnson Foundation and the American Chemical Society.