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.

Roger D. Wimmer (Ph.D. Bowling Green State University) is President/CEO and co-founder of Wimmer-Hudson Research and Development, LLC, a marketing research company located in Denver, Colorado Joseph R. Dominick (Ph.D. Michigan State University) is a professor in the College of Journalism and Mass Communication at the University of Georgia