Mass Media Research, International Edition - Softcover

Preface. 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.

Quality media is the result of meticulous research. MASS MEDIA RESEARCH: AN INTRODUCTION, 10E, International Edition shows you how it happens--from content analysis to surveys to experimental research--and then equips you with expert tips on analyzing the media you encounter in your daily life. Reflecting the latest developments from the field, this popular book delivers a comprehensive overview of mass communication research and a thorough exploration of each major approach--including qualitative research, content analysis, survey research, longitudinal research, and experimental research. It also fully integrates social media coverage, ethics, and the impact of merging technology.