Mass Media Research: An Introduction
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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SCIENCE AND RESEARCH
PART ONE THE RESEARCH PROCESS
Media Research and the Scientific Method
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A. C. Nielsen advertising analyzed ANOVA answer Arbitron asked audience behavior Chapter CM CM CM coders coding cohort commercials concept conducted content analysis correlation crosstab determine develop discussed distribution effects error example experimental field observation field service Figure focus groups frequency hypothesis independent variables interval interviews investigation involved Journal of Broadcasting Journalism Quarterly level of measurement magazine mail survey mass communication mass media research mean measure ment newspaper nonprobability sample null hypothesis operational definition panel study participants person population pretest problem procedure produce qualitative research questionnaire radio random sample reliability research methods research project research question research study respondents sampling error scale scores searcher selected shows simple random sample social specific station statistical subjects Table technique tele telephone television tion topic validity viewers viewing violence York