Mass media research: an introduction. /
Roger D.Wimmer and Joseph Dominick.
- 8th ed.
- Boston : Wadsworth Cengage Learning, 2006.
- xii, 468p. : ill.; 24 cm.
Includes appendix, glossary and index.
Contents: Science and research -- Element of research -- Research ethic -- Sampling -- Qualitative research methods -- Content analysis -- Survey research -- Longitudinal research -- Experimental research -- Introduction to statistics -- Hypothesis testing -- Basic statistical procedures -- Research in the print media -- Research in the electronic media -- Research in advertising -- Research in public relations -- Mass media research and the internet.