Introduction to Mass Media Research = Mass Media Research: An Introduction (8th Edition)

Author: (USA) Wimmer (Wimmer, R.D.), (USA) Dominic (Dominick, J.R.)
Publisher:
Publish Date: 2006-03-01
Features: This book is a classic textbook on media research methods. Both authors are experienced media researchers. Dr. Roger D. Wimmer is the president and founder of a market research company, while Dr. Joseph R. Dominic is a professor at the School of Journalism and Mass Communication at the University of Georgia and has a rich body of publications. The two authors, with expertise in media research—one focusing on the industry and the other based in academia—have jointly created a distinctive and unique style for this book. Since its publication, the book has been highly popular, favored not only by faculty and students in university journalism and mass communication programs but also by professionals in the industry. The book is divided into four parts: Part one introduces the general process of media research and its various elements; Part two introduces important media research methods, with a focus on quantitative research methods; Part three covers methods and approaches for data analysis. The fourth part is particularly distinctive, providing specific research methods for different types of media, including print media research, electronic media research, advertising and public relations research, media effects research, and the role of the internet in mass communication research, offering readers a comprehensive panorama of the field of media research.