Mass Media Research: An Introduction
This text begins with an overview of mass communication research and ethics of research. It then explores each major approach to research, including qualitative, 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 research applications, covering such topics as research in print and electronic media as well as on the Internet.
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Elements of Research
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A. C. Nielsen advertising analyzed ANOVA answer Arbitron asked audience behavior Chapter coders cohort commercials companies conducted content analysis copy testing determine develop discussed distribution effects error ethical example experimental f-test field experiment Figure focus groups frequency households hypothesis impact independent variables interval interviews Investigation involved Journal of Broadcasting Journalism Quarterly level of measurement magazine mail surveys mass communication mass media research measure ment Nielsen nonprobability sample null hypothesis observation on-line panel study participants person population pretest problem procedure produce public relations qualitative research questionnaire radio ratings readers readership reliability research methods research project research question research study respondents scale scores Search the Internet searchers selected social specific spondents station statistical subjects Table technique telephone television tion topic Type II error validity viewers viewing violence York