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

Format:

Book

Author/Creator:

Wimmer, Roger D.

Contributor:

Dominick, Joseph R.

Language:

English

Subjects (All):

Mass media--Research.

Physical Description:

xi, 499 pages : illustrations ; 24 cm

Edition:

Sixth edition.

Place of Publication:

Belmont, CA : Wadsworth Pub., [2000]

Contents:

Part 1 The Research Process 1

Chapter 1 Science and Research 2

Why Should We Learn About Research? 3

The Development of Mass Media Research 6

Media Research and the Scientific Method 9

Characteristics of the Scientific Method 11

Research Procedures 13

Two Sectors of Research: Academic and Private 14

The Internet 15

Chapter 2 Research Procedures 18

Selecting a Research Topic 19

Determining Topic Relevance 24

Reviewing the Literature 27

Stating a Hypothesis or Research Question 28

Research Suppliers and Field Services 28

Data Analysis and Interpretation 32

Presenting Results 38

Replication 38

Supplement on Incidence Rates and CPI 39

Chapter 3 Elements of Research 43

Concepts and Constructs 44

Measurement 48

Discrete and Continuous Variables 54

Measurement Scales 54

Chapter 4 Research Ethics 65

Ethics and the Research Process 66

Why Be Ethical? 66

General Ethical Theories 67

Ethical Principles 68

Specific Ethical Problems 69

Chapter 5 Sampling 80

Population and Sample 81

Probability and Nonprobability Samples 82

Sample Size 92

Sampling Error 94

Part 2 Research Approaches 101

Chapter 6 Qualitative Research Methods 102

Aims and Philosophy 103

Field Observations 111

Focus Groups 119

Intensive Interviews 122

Chapter 7 Content Analysis 133

Definition of Content Analysis 135

Uses of Content Analysis 136

Limitations of Content Analysis 138

Steps in Content Analysis 139

Reliability 150

Validity 154

Examples of Content Analysis 156

Chapter 8 Survey Research 160

Descriptive and Analytical Surveys 161

Advantages and Disadvantages of Survey Research 161

Constructing Questions 162

Questionnaire Design 169

Pretesting 175

Gathering Survey Data 175

Achieving a Reasonable Response Rate 186

General Problems in Survey Research 187

Chapter 9 Longitudinal Research 191

Development 192

Types of Longitudinal Studies 193

Special Panel Designs 202

Analyzing Causation in Panel Data 203

Longitudinal Design in Experiments 205

Chapter 10 Experimental Research 209

Advantages and Disadvantages of Laboratory Experiments 210

Conducting Experimental Research 212

Control of Confounding Variables 214

Experimental Design 216

Quasi-Experimental Designs 222

Field Experiments 223

Part 3 Data Analysis 231

Chapter 11 Introduction to Statistics 232

Descriptive Statistics 233

Sample Distribution 247

Data Transformation 252

Chapter 12 Hypothesis Testing 254

Research Questions and Hypotheses 255

Testing Hypotheses for Statistical Significance 259

Chapter 13 Basic Statistical Procedures 266

History of Small-Sample Statistics 267

Nonparametric Statistics 268

Parametric Statistics 272

Part 4 Research Applications 293

Chapter 14 Research in the Print Media 294

Types of Print Media Research 297

Print Media Research and the Internet 311

The Journalist As Researcher 312

Chapter 15 Research in the Electronic Media 319

Ratings Research 321

Nonratings Research 336

Chapter 16 Research in Advertising and Public Relations 345

Copy Testing 346

Media Research 355

Campaign Assessment Research 363

Public Relations Research 364

Chapter 17 Research in Media Effects 374

Antisocial and Prosocial Effects of Media Content 375

Uses and Gratifications 385

Agenda Setting by the Media 390

Cultivation of Perceptions of Social Reality 395

Social Impact of the Internet 400

Chapter 18 Mass Media Research and the Internet 410

Brief History of the Internet 411

Internet Resources 412

Uses of the Internet for Media Researchers 414

Practical and Ethical Considerations 422.

Notes:

Includes bibliographical references and indexes.

ISBN:

0534560075

OCLC:

41143096