9780534244743

Quality media is the result of meticulous research. MASS MEDIA RESEARCH: AN INTRODUCTION shows you how it happens, from content analysis to surveys to experimental research, then gives you expert tips on analyzing the media you encounter in your daily life. Plus, this media research textbook is packed with study tools and review aids to help you get the grade you need in class as well.

PART ONE THE RESEARCH PROCESS

Chapter 1 Science and Research

Chapter 2 Research Procedures

Chapter 3 Elements of Research

Chapter 4 Sampling

PART TWO RESEARCH APPROACHES

Chapter 5 Qualitative Methods

Chapter 6 Content Analysis

Chapter 7 Survey Research

Chapter 8 Longitudinal Research

Chapter 9 Experimental Research

PART THREE DATA ANALYSIS

Chapter 10 Introduction to Statistics

Chapter 11 Hypothesis Testing

Chapter 12 Basic Statistical Procedures

PART FOUR RESEARCH APPLICATIONS

Chapter 13 Research in the Print Media

Chapter 14 Research in the Electronic Media

Chapter 15 Research in Advertising and Public Relations

Chapter 16 Research in Media Effects

PART FIVE ANALYZING AND REPORTING DATA

Chapter 17 The Computer as a Research Tool

Chapter 18 Research Reporting, Ethics, and Financial Support

APPENDIXES

1 Tables

2 Multivariate Statistics

3 Brief Guide for Conducting Focus Groups

4 Sample Data

5 Sample Questionnaire

Glossary

Name Index

Subject Index

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Mass Media Research An Introduction

Mass Media Research An Introduction

0534244742

Summary

Table of Contents

Supplemental Materials