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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.
Inhaltsverzeichnis
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.
