TY  - BOOK
AU  - Wimmer,Roger D.
AU  - Dominick,Joseph R.
TI  - Mass media research: an introduction 
SN  - 0534562744
AV  - P 91.3 W757m 2003
U1  - 302.23/072 
PY  - 2003///
CY  - Belmont, CA
PB  - Thomson/Wadsworth
KW  - Mass media
KW  - Research
KW  - Medios de comunicación de masas
KW  - Investigaciones
KW  - Comunicación
N1  - Includes bibliographical references and indexes; Part One: The Research Process	
1. Science and Research	
2. Research Procedures	
3. Elements of Research	
4. Research Ethics	
5. Sampling	
Part Two: Research Approaches	
6. Qualitative Research Methods	
7. Content Analysis	
8. Survey Research	
9. Longitudinal Research	
10. Experimental Research	
Part Three: Data Analysis	
11. Introduction to Statistics	
12. Hypothesis Testing	
13. Basic Statistical Procedures	
Part Four: Research Applications	
14. Research in the Print Media	
15. Research in the Electronic Media	
16. Research in Advertising and Public Relations	
17. Research in Media Effects	
18. Research and the Internet	
Glossary	
Appendixes	
1. Tables	
2. Brief Guide for Conducting Focus Groups	
3. Research Reports	
Name Index	
Subject Index
UR  - http://www.loc.gov/catdir/enhancements/fy1515/2002102411-b.html
UR  - http://www.loc.gov/catdir/enhancements/fy1515/2002102411-d.html
UR  - http://www.loc.gov/catdir/enhancements/fy1515/2002102411-t.html
ER  -