Mass Communication Research: Modern Methods and Applications

Author: Michael Singletary
Publisher:
Publish Date: 2000-09-01
Features: This book is an easy-to-understand, application-oriented, and comprehensive introduction to research methods in mass communication. It discusses all forms of mass media and specifically explores the application of research methods in print media, broadcast media, public relations, and advertising, among others. The book covers topics such as data and content analysis, data collection, questionnaire design, survey research, qualitative research, and the measurement of social science variables. The book also has the following features:
● Approaches challenging topics like statistics in a reader-friendly manner.
● Dedicated chapters on the importance of research ethics.
● Dedicated chapters on computer applications, teaching students how to input and process data using personal computers.
● Dedicated chapters on how to effectively utilize libraries and databases.