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Mass media research : an introduction

Author: Roger D Wimmer; Joseph R Dominick
Publisher: Belmont, CA : Wadsworth Pub., ©2000.
Series: Wadsworth series in mass communication and journalism.
Edition/Format:   Print book : English : 6th edView all editions and formats
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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Roger D Wimmer; Joseph R Dominick
ISBN: 0534560075 9780534560072
OCLC Number: 41143096
Description: xi, 499 pages : illustrations ; 24 cm
Contents: Part 1. The Research Process --
Chapter 1. Science and Research --
Why Should We Learn About Research? --
The Development of Mass Media Research --
Media Research and the Scientific Method --
Characteristics of the Scientific Method --
Research Procedures --
Two Sectors of Research: Academic and Private --
The Internet --
Chapter 2. Research Procedures --
Selecting a Research Topic --
Determining Topic Relevance --
Reviewing the Literature --
Stating a Hypothesis or Research Question --
Research Suppliers and Field Services --
Data Analysis and Interpretation --
Presenting Results --
Replication --
Supplement on Incidence Rates and CPI --
Chapter 3. Elements of Research --
Concepts and Constructs --
Measurement --
Discrete and Continuous Variables --
Measurement Scales --
Chapter 4. Research Ethics --
Ethics and the Research Process --
Why Be Ethical? --
General Ethical Theories --
Ethical Principles --
Specific Ethical Problems --
Chapter 5. Sampling --
Population and Sample --
Probability and Nonprobability Samples --
Sample Size --
Sampling Error --
Part 2. Research Approaches --
Chapter 6. Qualitative Research Methods --
Aims and Philosophy --
Field Observations --
Focus Groups --
Intensive Interviews --
Chapter 7. Content Analysis --
Definition of Content Analysis --
Uses of Content Analysis --
Limitations of Content Analysis --
Steps in Content Analysis --
Reliability --
Validity --
Examples of Content Analysis --
Chapter 8. Survey Research --
Descriptive and Analytical Surveys --
Advantages and Disadvantages of Survey Research --
Constructing Questions --
Questionnaire Design --
Pretesting --
Gathering Survey Data --
Achieving a Reasonable Response Rate --
General Problems in Survey Research --
Chapter 9. Longitudinal Research --
Development --
Types of Longitudinal Studies --
Special Panel Designs --
Analyzing Causation in Panel Data --
Longitudinal Design in Experiments --
Chapter 10. Experimental Research --
Advantages and Disadvantages of Laboratory Experiments --
Conducting Experimental Research --
Control of Confounding Variables --
Experimental Design --
Quasi-Experimental Designs --
Field Experiments --
Part 3. Data Analysis --
Chapter 11. Introduction to Statistics --
Descriptive Statistics --
Sample Distribution --
Data Transformation --
Chapter 12. Hypothesis Testing --
Research Questions and Hypotheses --
Testing Hypotheses for Statistical Significance --
Chapter 13. Basic Statistical Procedures --
History of Small-Sample Statistics --
Nonparametric Statistics --
Parametric Statistics --
Part 4. Research Applications --
Chapter 14. Research in the Print Media --
Types of Print Media Research --
Print Media Research and the Internet --
The Journalist As Researcher --
Chapter 15. Research in the Electronic Media --
Ratings Research --
Nonratings Research --
Chapter 16. Research in Advertising and Public Relations --
Copy Testing --
Media Research --
Campaign Assessment Research --
Public Relations Research --
Chapter 17. Research in Media Effects --
Antisocial and Prosocial Effects of Media Content --
Uses and Gratifications --
Agenda Setting by the Media --
Cultivation of Perceptions of Social Reality --
Social Impact of the Internet --
Chapter 18. Mass Media Research and the Internet --
Brief History of the Internet --
Internet Resources --
Uses of the Internet for Media Researchers --
Practical and Ethical Considerations --
1. Tables --
2. Brief Guide for Conducting Focus Groups --
3. Sample Data --
4. Sample Questionnaire --
5. Research Reports.
Series Title: Wadsworth series in mass communication and journalism.
Responsibility: Roger D. Wimmer, Joseph R. Dominick.
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