Wimmer, Roger D.  <br/><br/>
Mass media research :  an introduction / 
Roger D. Wimmer, Joseph R. Dominick. 
 - 7th edition 
 - Belmont, CA :  Thomson/Wadsworth,  c2003. 
 - xii, 488 pages :   illustrations ;   25 cm. 
 - Wadsworth series in mass communication and journalism  .
<br/><br/>Includes bibliographical references and indexes. 
<br/><br/>Part One: The Research Process	<br/>1. Science and Research	<br/>2. Research Procedures	<br/>3. Elements of Research	<br/>4. Research Ethics	<br/>5. Sampling	<br/>Part Two: Research Approaches	<br/>6. Qualitative Research Methods	<br/>7. Content Analysis	<br/>8. Survey Research	<br/>9. Longitudinal Research	<br/>10. Experimental Research	<br/>Part Three: Data Analysis	<br/>11. Introduction to Statistics	<br/>12. Hypothesis Testing	<br/>13. Basic Statistical Procedures	<br/>Part Four: Research Applications	<br/>14. Research in the Print Media	<br/>15. Research in the Electronic Media	<br/>16. Research in Advertising and Public Relations	<br/>17. Research in Media Effects	<br/>18. Research and the Internet	<br/>Glossary	<br/>Appendixes	<br/>1. Tables	<br/>2. Brief Guide for Conducting Focus Groups	<br/>3. Research Reports	<br/>Name Index	<br/>Subject Index 
<br/><br/><label>ISBN: </label>0534562744 9780534562748  
<br/><br/><label>LCCN: </label>2002102411 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Mass media--Research.<br/>Medios de comunicación de masas --Investigaciones<br/>Comunicación--Investigaciones 
<br/><br/><label>LC Class. No.: </label>P 91.3  / W757m 2003 
<br/><br/><label>Dewey Class. No.: </label>302.23/072