Mass Media Research 9th Edition  (English, Paperback, Wimmer Roger D.)

Mass Media Research: An Introduction is a handy guide to the nuances of media research and analysis techniques. The book covers research topics ranging from content analysis and surveys to experimental research.

Summary Of The Book

Mass Media Research: An Introduction is an ideal text for introductory level courses in research and is meant to be a research guide for media students. The book is packed with ample study tools and review aids that enhance the overall learning experience of the reader. It further includes chapter wise summaries and themed boxes that help students identify the key concepts that are discussed in each chapter. The book also has a new An Inside Look feature that replaces the A Closer Look box used in the previous editions.

This edition further integrates current topics such as the ethical propriety of a study by Northeastern University, where it secretly monitored the mobile phone of use of 100,000 people outside the USA with the objective of studying their travel patterns. Also covered are the ethical dilemmas posed by practises such as data-mining of social networking sites like Facebook for gathering information on subjects, and also the role of research in the decision of Amazon to offer customized product suggestions based on book selections before the customer checkout.

Mass Media Research: An Introduction also introduces readers to a free online tool hosted by the University of Memphis called as QUAID. The tool scans survey questions for potential problems. In addition, the book explores the use of Computational Handbook Of Statistics, and suggests new technologies for calculating readership with RFID. The book extensively covers online advertising and internet research, and includes a revised discussion on online methods of qualitative research. Some of the chapters included in the book are elements of research, research ethics, survey research, hypothesis testing, basic statistical procedures, research in the electronic media, newspaper and magazine research, and research in advertising.

About The Authors

Roger D. Wimmer is a mass media research analyst and an author. Dr. Wimmer completed his Ph.D. in mass media research for Bowling Green State University in Ohio. He was worked in various capacities throughout his career including Sales representative at KLSS & KSMN, Assistant Professor at the University of Mississippi, Associate Professor at the University of Georgia, Instructor at the University of Wisconsin-Whitewater, and Manager of Research for Cox Broadcasting. Dr. Wimmer is the founder of Wimmer Research, and the co-founder of Wimmer-Hudson Research & Development. He is married to Darnell, and is a Harley-Davidson and Bourget rider, woodworker, inventor, clock maker, and painter.

Joseph R. Dominick is a retired Professor in the College of Journalism and Mass Communication at the University of Georgia and an author. The other books written by Dr. Dominick are The Dynamics of Mass Communication: Media in Transition, and Broadcasting, Cable, the Internet, and Beyond: An Introduction to Modern Electronic Media. Dr. Dominick completed his undergraduate degree from the University of Illinois, and received his Ph.D. from Michigan State University. He has previously taught at Queens College, City University of New York, and has served as the head of the Radio-TV-Film Sequence in the University of Georgia. He has also served as the editor of the Journal of Broadcasting. Dr. Dominick is married to Carole, and enjoys playing tennis.