Mass media research: an introduction/
Wimmer Roger D
- 9th ed
- Cengage Learning: Micheal Rosenberg, 2003.
- 464p.
Part I: THE RESEARCH PROCESS. 1. Science and Research. 2. Elements of Research. 3. Research Ethics. 4. Sampling.
Part II: RESEARCH APPROACHES. 5. Qualitative Research Methods. 6. Content Analysis. 7. Survey Research. 8. Longitudinal Research. 9. Experimental Research.
Part III: DATA ANALYSIS. 10. Introduction to Statistics. 11. Hypothesis Testing. 12. Basic Statistical Procedures.
Part IV: RESEARCH APPLICATIONS. 13. Newspaper and Magazine Research. 14. Research in the Electronic Media. 15. Research in Advertising. 16. Research in Public Relations.Appendix Tables.Glossary.Name Index.Subject Index.