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Mass media research : an introduction / Roger D. Wimmer, Joseph R. Dominick

By: Wimmer, Roger D.
Contributor(s): Dominick, Joseph R [(j.a.)].
Series: Wadsworth series in mass communication and journalism. Publisher: Belmont, Calif. : Thomson/Wadsworth, c2003Edition: 7th ed.Description: xii, 488 p. : ill. ; 24 cm.ISBN: 0534563031.Subject(s): Mass media -- ResearchDDC classification: 302.23072
Contents:
Pt. One. The research process. Ch. 1. Science and research. Ch. 2. Elements of research. Ch. 3. Research ethics. Ch. 4. Sampling. - Pt. Two. Research approaches. Ch. 5. Qualitative research methods. Ch. 6. Content analysis. Ch. 7. Survey research. Ch. 8. Longitudinal research. Ch. 9. Experimental research. - Pt. Three. Data analaysis. Ch. 10. Introduction to statistics. Ch. 11. Hypothesis testing. Ch. 12. Basic statistical procedures. - Pt. Four. Research applications. Ch. 13. Research in the print media. Ch. 14. Research in the electronic media. Ch. 15. Research in advertising. Ch. 16. Research in public relations. Ch. 17. Research in media effects. Ch. 18. Mass media research and the internet. - Appendix tables. - Glossary. - Name index. - Subject index.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode
Main Collection Taylor's Library-TU

Floor 3, Shelf 4 , Side 1, TierNo 5, BayNo 3

 302.23072 WIM (Browse shelf) 1 Available SOMAC,09030,03,RM 5000027041

Pt. One. The research process. Ch. 1. Science and research. Ch. 2. Elements of research. Ch. 3. Research ethics. Ch. 4. Sampling. - Pt. Two. Research approaches. Ch. 5. Qualitative research methods. Ch. 6. Content analysis. Ch. 7. Survey research. Ch. 8. Longitudinal research. Ch. 9. Experimental research. - Pt. Three. Data analaysis. Ch. 10. Introduction to statistics. Ch. 11. Hypothesis testing. Ch. 12. Basic statistical procedures. - Pt. Four. Research applications. Ch. 13. Research in the print media. Ch. 14. Research in the electronic media. Ch. 15. Research in advertising. Ch. 16. Research in public relations. Ch. 17. Research in media effects. Ch. 18. Mass media research and the internet. - Appendix tables. - Glossary. - Name index. - Subject index.