Mass Media Research: An Introduction
MASS MEDIA RESEARCH: AN INTRODUCTION, 9e, begins with an overview of mass communication research and the ethics of research. It then explores each major approach to research, including qualitative research, content analysis, survey research, longitudinal research, and experimental research. The text continues with a section on data analysis and concludes with a forward-looking section on applying research methods to the primary areas of interest including print, electronic media, advertising, and public relations. Coverage of mass media research and the Internet, which was presented in a concluding chapter in the previous edition, has now been integrated as appropriate throughout the text.
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A. C. Nielsen Advertising Research analyze ANOVA answer approach Arbitron asked audience behavior campaign Chapter coders coding cohort commercials conducted content analysis data collection determine develop diaries discussed distribution effects Electronic Media ethical example experimental Facebook focus groups frequency households hypothesis independent variables Internet interval investigate involved Journal of Broadcasting level of measurement listening longitudinal magazine mass media research mean measure newspaper Nielsen nonprobability sample null hypothesis panel study participants person population pretest problem procedures public relations qualitative research ques questionnaire radio station ratings readers readership reliability research methods research project research question research study respondents sampling error scale scores searcher selected significant sion situation social specific standard deviation statistical subjects survey Table technique telephone television tion topic Type II error validity viewers York z-scores