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Mass media research: an introduction PDF

477 Pages·2011·4.005 MB·English
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MASS MEDIA RESEARCH From the Wadsworth Series in Mass Communication and Journalism General Mass Communication Public Relations and Advertising Biagi, Media/Impact: An Introduction to Mass Media, Diggs-Brown, The PR Styleguide: Formats for Public Ninth Edition Relations Practice, Second Edition Hilmes, Connections: A Broadcast History Reader Drewniany/Jewler, Creative Strategy in Advertising, Tenth Hilmes, Only Connect: A Cultural History of Broadcasting Edition in the United States, Third Edition Hendrix, Public Relations Cases, Eighth Edition Lester, Visual Communication: Images with Messages, Newsom/Haynes, Public Relations Writing: Form and Fifth Edition Style, Ninth Edition Overbeck, Major Principles of Media Law, 2011 Edition Newsom/Turk/Kruckeberg, This Is PR: The Realities of Straubhaar/LaRose, Media Now: Understanding Media, Public Relations, Tenth Edition Culture, and Technology, Sixth Edition Zelezny, Cases in Communications Law, Sixth Edition Research and Theory Zelezny, Communications Law: Liberties, Restraints, and Baran and Davis, Mass Communication Theory: the Modern Media, Sixth Edition Foundations, Ferment, and Future, Fifth Edition Sparks, Media Effects Research: A Basic Overview, Third Journalism Edition Bowles/Borden, Creative Editing, Sixth Edition Wimmer and Dominick, Mass Media Research: An Davis/Davis, Think Like an Editor: 50 Strategies for the Introduction, Ninth Edition Print and Digital World Hilliard, Writing for Television, Radio, and New Media, Tenth Edition Kessler/McDonald, When Words Collide: A Media Writer’s Guide to Grammar and Style, Seventh Edition Rich, Writing and Reporting News: A Coaching Method, Sixth Edition Ninth Edition MASS MEDIA RESEARCH An Introduction ROGER D. WIMMER Wimmer Research JOSEPH R. DOMINICK University of Georgia Australia • Brazil • Japan • Korea • Mexico • Singapore • Spain • United Kingdom • United States Mass Media Research: An Introduction, © 2011, 2006, 2003 Wadsworth, Cengage Learning Ninth Edition ALL RIGHTS RESERVED. No part of this work covered by the copyright Roger D. Wimmer and Joseph R. Dominick herein may be reproduced, transmitted, stored, or used in any form or by Senior Publisher: Lyn Uhl any means graphic, electronic, or mechanical, including but not limited to photocopying, recording, scanning, digitizing, taping, Web distribution, Publisher: Michael Rosenberg i nformation networks, or information storage and retrieval systems, except Developmental Editor: Stacey Sims as permitted under Section 107 or 108 of the 1976 United States Copyright Assistant Editor: Jillian D’Urso Act, without the prior written permission of the publisher. Editorial Assistant: Erin Pass For product information and technology assistance, contact us at Media Editor: Jessica Badiner Cengage Learning Customer & Sales Support, 1-800-354-9706. Marketing Manager: Bryant Chrzan For permission to use material from this text or product, Marketing Coordinator: Darlene Macanan submit all requests online at www.cengage.com/permissions. Further permissions questions can be emailed to Marketing Communications Manager: [email protected]. Christine Dobberpuhl Senior Content Project Manager: Library of Congress Control Number: 2009936675 Rosemary Winfield Art Director: Linda Helcher ISBN-13: 978-1-4390-8274-4 Production Service: Pre-PressPMG, ISBN-10: 1-4390-8274-X Sini Sivaraman Manufacturing Buyer: Justin Palmeiro Wadsworth Manufacturing Manager: Denise Powers 20 Channel Center Street Rights Acquisitions Manager, Text: Boston, MA 02210 Margaret Chamberlain-Gaston USA Rights Acquisitions Manager, Image: Mandy Groszko Cengage Learning is a leading provider of customized learning solutions with Cover Image: © Corbis offi ce locations around the globe, including Singapore, the United Kingdom, Australia, Mexico, Brazil, and Japan. Locate your local offi ce at Compositor: Pre-PressPMG www.cengage.com/global Cengage Learning products are represented in Canada by Nelson Education, Ltd. To learn more about Wadsworth, visit www.cengage.com/wadsworth Purchase any of our products at your local college store or at our preferred online store www.ichapters.com Printed in the United States of America 1 2 3 4 5 6 7 13 12 11 10 09 We would first like to thank our developmental editor, Stacey Sims, and our project manager, Sini Sivaraman, for the enormous amount of work they accomplished in a very short time period. Without their help, this edition would not have been completed on time. Next, our families have supported us through some or all of the nine editions of this book, and we would like to thank all of them . . . Roger Wimmer: Darnell, Leigh, Shad, Crystal, Taylor, Jeremy, Dawn, Carl, Nancy, Mark, Karen, Kelley, Justin, Rick, Carol, Suzanne, Ron, Kyle, Cristina, Ryan, Jennifer, Rob, Jillian, Chris, Shane, Sondra, Nicole, Michael, and Mark Joe Dominick: Carole, Meaghan, Aimee, Ron, Jeff, Aidan, Cassidy, Reagan, and Murray We would also like to thank several people who read portions of the ninth edition manuscript: Larry Barnes, Chuck Browning, Paul Douglas, Keith Duner, E. Karl Foulk, Donna Kohnke, John Mocella, and Jennifer Samuel. Finally, we thank all the teachers and students who have used Mass Media Research: An Introduction in the past and those who will use it in the future. Roger Wimmer Joseph Dominick BRIEF CONTENTS Preface x Part Three Data Analysis Part One Chapter 10 The Research Process Introduction to Statistics 266 Chapter 1 Chapter 11 Science and Research 1 Hypothesis Testing 289 Chapter 2 Chapter 12 Elements of Research 42 Basic Statistical Procedures 304 Chapter 3 Research Ethics 64 Part Four Research Applications Chapter 4 Sampling 86 Chapter 13 Newspaper and Magazine Part Two Research 332 Research Approaches Chapter 14 Chapter 5 Research in the Electronic Media 350 Qualitative Research Methods 114 Chapter 15 Chapter 6 Research in Advertising 380 Content Analysis 155 Chapter 16 Chapter 7 Research in Public Relations 405 Survey Research 184 Chapter 8 Appendix Tables 423 Longitudinal Research 218 Glossary 438 Chapter 9 Name Index 448 Experimental Research 238 Subject Index 454 vi CONTENTS Preface x Levels of Measurement 51 Measurement Scales 53 Specialized Rating Scales 55 Part One Reliability and Validity 57 The Research Process Chapter 3 Chapter 1 Research Ethics 64 Science and Research 1 Ethics and the Research Process 65 Introduction 2 Why Be Ethical? 65 What Is Research? 2 General Ethical Theories 66 Getting Started 5 Ethical Principles 67 The Development of Mass Media Specific Ethical Problems 69 Research 6 Ethics and Online Research 81 Media Research and the Scientific Method 9 Chapter 4 The Methods of Knowing 10 Sampling 86 Characteristics of the Scientific Population and Sample 87 Method 11 Research Error 88 Two Sectors of Research: Academic Types of Sampling Procedures 89 and Private 14 Sample Size 102 Research Procedures 16 Sampling Error 104 Determining Topic Relevance 20 Stating a Hypothesis or Research Question 24 Part Two Data Analysis and Interpretation 25 Internal Validity 26 Research Approaches External Validity 31 Presenting Results 31 Chapter 5 Research Suppliers and Field Services 32 Qualitative Research Methods 114 Aims and Philosophy 115 Chapter 2 Data Analysis in Qualitative Elements of Research 42 Research 119 Concepts and Constructs 43 Field Observation 124 Independent and Dependent Variables 44 Focus Groups 132 Qualitative and Quantitative Research 48 Intensive Interviews 139 The Nature of Measurement 49 Case Studies 140 vii viii Contents Ethnography 145 Chapter 9 Writing the Qualitative Research Experimental Research 238 Report 148 Advantages and Disadvantages of Laboratory Experiments 239 Chapter 6 Conducting Experimental Research 241 Content Analysis 155 Control of Confounding Variables 243 Definition of Content Analysis 156 Experimental Design 246 Uses of Content Analysis 157 Field Experiments 254 Limitations of Content Analysis 159 Conducting Experiments Online 260 Steps in Content Analysis 160 Reliability 170 Part Three Validity 175 Data Analysis Examples of Content Analysis 176 Content Analysis and the Internet 177 Chapter 10 Chapter 7 Introduction to Statistics 266 Survey Research 184 Descriptive Statistics 267 Descriptive and Analytical Sample Distribution 282 Surveys 185 Data Transformation 286 Advantages and Disadvantages of Survey Research 185 Chapter 11 Constructing Questions 186 Hypothesis Testing 289 Questionnaire Design 195 Research Questions and Hypotheses 290 Pretesting 200 Testing Hypotheses for Statistical Gathering Survey Data 201 Significance 293 A Special Note on Using the Internet Power Analysis 299 for Data Collection 211 Achieving a Reasonable Chapter 12 Response Rate 212 Basic Statistical Procedures 304 General Problems in Survey Research 213 History of Small-Sample Statistics 305 Degrees of Freedom 305 Chapter 8 Nonparametric Statistics 308 Parametric Statistics 312 Longitudinal Research 218 Development 219 Types of Longitudinal Studies 220 Part Four Panel Studies 226 Research Applications Special Panel Designs 230 Analyzing Causation in Panel Data 232 Chapter 13 Combining Qualitative and Quantitative Data Newspaper and Magazine in Longitudinal Research 233 Research 332 Longitudinal Research on the Internet 233 Background 333 Longitudinal Design in Types of Research 335 Experiments 234 Website Usability Research 346 Contents ix Chapter 14 Chapter 16 Research in the Electronic Media 350 Research in Public Relations 405 Background 351 Types of Public Relations Research 406 Ratings Research 352 Research in the Public Relations Nonratings Research 369 Process 406 Public Relations Research and the Chapter 15 Internet 418 Research in Advertising 380 Copy Testing 381 Appendix Tables 423 Media Research 388 Glossary 438 Campaign Assessment Research 393 Qualitative Techniques in Advertising Name Index 448 Research 395 Advertising Research and the Internet 399 Subject Index 454

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