Rent 9780534647186 | Mass Media Research An Introduction (with InfoTrac) | Wimmer, Roger D.; Dominick, Joseph R. @knetbooks.com

Summary Table of Contents Author Biography

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.

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Part One The Research Process

Science and Research

(42)

Introduction

(1)

What Is Research?

(3)

Getting Started

(2)

The Development of Mass Media Research

(3)

Media Research and the Scientific Method

(1)

The Methods of Knowing

(1)

Characteristics of the Scientific Method

(4)

Two Sectors of Research: Academic and Private

(1)

Research Procedures

(5)

Determining Topic Relevance

(4)

Stating a Hypothesis or Research Question

(1)

Data Analysis and Interpretation

(1)

Internal Validity

(5)

External Validity

(1)

Presenting Results

(1)

Research Suppliers and Field Services

(5)

Summary

(1)

Key Terms

(1)

Using the Internet

(1)

Questions and Problems for Further Investigation

(1)

References and Suggested Readings

(3)

Elements of Research

(23)

Concepts and Constructs

(1)

Independent and Dependent Variables

(3)

Qualitative and Quantitative Research

(2)

The Nature of Measurement

(2)

Levels of Measurement

(3)

Measurement Scales

(3)

Reliability and Validity

(5)

Summary

(1)

Key Terms

(1)

Using the Internet

(1)

Questions and Problems for Further Investigation

(1)

References and Suggested Readings

(1)

Research Ethics

(21)

Ethics and the Research Process

(1)

Why Be Ethical?

(1)

General Ethical Theories

(1)

Ethical Principles

(2)

Specific Ethical Problems

(11)

Ethics and Online Research

(2)

Summary

(1)

Key Terms

(1)

Using the Internet

(1)

Questions and Problems for Further Investigation

(1)

References and Suggested Readings

(2)

Sampling

(25)

Population and Sample

(1)

Probability and Nonprobability Samples

(11)

Sample Size

100

(2)

Sampling Error

102

(7)

Summary

109

(1)

Key Terms

110

(1)

Using the Internet

110

(1)

Questions and Problems for Further Investigation

110

(1)

References and Suggested Readings

111

(1)

Part Two Research Approaches

Qualitative Research Methods

112

(37)

Aims and Philosophy

113

(3)

Data Analysis in Qualitative Research

116

(4)

Field Observations

120

(8)

Focus Groups

128

(7)

Intensive Interviews

135

(1)

Case Studies

136

(4)

Ethnography

140

(3)

Writing the Qualitative Research Report

143

(2)

Summary

145

(1)

Key Terms

146

(1)

Using the Internet

146

(1)

Questions and Problems for Further Investigation

146

(1)

References and Suggested Readings

147

(2)

Content Analysis

149

(29)

Definition of Content Analysis

150

(1)

Uses of Content Analysis

151

(2)

Limitations of Content Analysis

153

(1)

Steps in Content Analysis

154

(11)

Reliability

165

(5)

Validity

170

(1)

Examples of Content Analysis

171

(1)

Content Analysis and the Internet

171

(2)

Summary

173

(1)

Key Terms

174

(1)

Using the Internet

174

(1)

Questions and Problems for Further Investigation

174

(1)

References and Suggested Readings

174

(4)

Survey Research

178

(33)

Descriptive and Analytical Surveys

179

(1)

Advantages and Disadvantages of Survey Research

179

(1)

Constructing Questions

180

(9)

Questionnaire Design

189

(5)

Pretesting

194

(1)

Gathering Survey Data

194

(11)

Achieving a Reasonable Response Rate

205

(1)

General Problems in Survey Research

206

(1)

Summary

207

(1)

Key Terms

208

(1)

Using the Internet

208

(1)

Questions and Problems for Further Investigation

208

(1)

References and Suggested Readings

209

(2)

Longitudinal Research

211

(19)

Development

212

(1)

Types of Longitudinal Studies

213

(5)

Panel Studies

218

(4)

Special Panel Designs

222

(1)

Analyzing Causation in Panel Data

223

(2)

Combining Qualitative and Quantitative Data in Longitudinal Research

225

(1)

Longitudinal Research on the Internet

225

(1)

Longitudinal Design in Experiments

226

(1)

Summary

227

(1)

Key Terms

227

(1)

Using the Internet

227

(1)

Questions and Problems for Further Investigation

227

(1)

References and Suggested Readings

228

(2)

Experimental Research

230

(25)

Advantages and Disadvantages of Laboratory Experiments

231

(2)

Conducting Experimental Research

233

(2)

Control of Confounding Variables

235

(2)

Experimental Design

237

(7)

Field Experiments

244

(6)

Online Experiments

250

(2)

Summary

252

(1)

Key Terms

253

(1)

Using the Internet

253

(1)

Questions and Problems for Further Investigation

253

(1)

References and Suggested Readings

253

(2)

Part Three Data Analysis

Introduction to Statistics

255

(23)

Descriptive Statistics

256

(15)

Sample Distribution

271

(4)

Data Transformation

275

(1)

Summary

276

(1)

Key Terms

276

(1)

Using the Internet

276

(1)

Questions and Problems for Further Investigation

277

(1)

References and Suggested Readings

277

(1)

Hypothesis Testing

278

(14)

Research Questions and Hypotheses

279

(4)

Testing Hypotheses for Statistical Significance

283

(7)

Summary

290

(1)

Key Terms

291

(1)

Using the Internet

291

(1)

Questions and Problems for Further Investigation

291

(1)

References and Suggested Readings

291

(1)

Basic Statistical Procedures

292

(27)

History of Small-Sample Statistics

293

(1)

Nonparametric Statistics

294

(4)

Parametric Statistics

298

(19)

Summary

317

(1)

Key Terms

317

(1)

Using the Internet

317

(1)

Questions and Problems for Further Investigation

318

(1)

References and Suggested Readings

318

(1)

Part Four Research Applications

Research in the Print Media

319

(20)

Background

320

(2)

Types of Print Media Research

322

(11)

Print Media Research and the Internet

333

(1)

Summary

334

(1)

Key Terms

335

(1)

Using the Internet

335

(1)

Questions and Problems for Further Investigation

335

(1)

References and Suggested Readings

335

(4)

Research in the Electronic Media

339

(30)

Background

340

(1)

Ratings Research

341

(18)

Nonratings Research

359

(7)

Summary

366

(1)

Key Terms

367

(1)

Using the Internet

367

(1)

Questions and Problems for Further Investigation

367

(1)

References and Suggested Readings

368

(1)

Research in Advertising

369

(26)

Copy Testing

370

(8)

Media Research

378

(8)

Campaign Assessment Research

386

(2)

Qualitative Techniques in Advertising Research

388

(4)

Summary

392

(1)

Key Terms

392

(1)

Using the Internet

392

(1)

Questions and Problems for Further Investigation

392

(1)

References and Suggested Readings

393

(2)

Research in Public Relations

395

(16)

Types of Public Relations Research

396

(1)

Research in the Public Relations Process

397

(11)

Summary

408

(1)

Key Terms

408

(1)

Using the Internet

408

(1)

Questions and Problems for Further Investigation

408

(1)

References and Suggested Readings

409

(2)

Mass Media Research and the Internet

411

(18)

Brief History of the Internet

412

(2)

Research and the Internet---Background

414

(1)

Internet Data Collection Approaches

415

(1)

Frequently Asked Questions

416

(3)

Advantages of Internet Research

419

(4)

Disadvantages of Internet Research

423

(1)

Practical and Ethical Considerations of Internet Research

424

(1)

The Future of Internet Research

425

(1)

Internet Research Companies

426

(1)

Summary

427

(1)

Key Terms

427

(1)

Using the Internet

427

(1)

Questions and Problems for Further Investigation

428

(1)

References and Suggested Readings

428

(1)

Appendix Tables

429

(14)

Glossary

443

(10)

Name Index

453

(6)

Subject Index

459

Roger D. Wimmer (Ph.D., Bowling Green State University) is founder of Wimmer Research, a full-service media-research company located in Denver, Colorado Joseph R. Dominick (Ph. D., Michigan State University) is a professor in the College of Journalism and Mass Communication at the University of Georgia

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