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Mass media research : an introduction 4th ed

Mass media research : an introduction 4th ed (Loan 6 times)

Material type
단행본
Personal Author
Wimmer, Roger D. Dominick, Joseph R.
Title Statement
Mass media research : an introduction / Roger D. Wimmer, Joseph R. Dominick.
판사항
4th ed.
Publication, Distribution, etc
Belmont, Calif. :   Wadsworth Pub. Co. ,   1994.  
Physical Medium
xiv, 497 p. : ill. ; 24 cm.
Series Statement
Wadsworth series in mass communication.
ISBN
0534174728 :
Bibliography, Etc. Note
Includes bibliographical references and index.
Subject Added Entry-Topical Term
Mass media --Research.
000 00831camuuu200265 a 4500
001 000000024110
005 19980901141808.0
008 930507s1994 caua b 001 0 eng
010 ▼a 93024684
020 ▼a 0534174728 : ▼c $35.00
040 ▼a DLC ▼c DLC ▼d DLC
049 1 ▼l 111024319
050 0 0 ▼a P91.3 ▼b .W47 1994
082 0 0 ▼a 302.23/072 ▼2 20
090 ▼a 302.23072 ▼b W757m4
100 1 ▼a Wimmer, Roger D.
245 1 0 ▼a Mass media research : ▼b an introduction / ▼c Roger D. Wimmer, Joseph R. Dominick.
250 ▼a 4th ed.
260 ▼a Belmont, Calif. : ▼b Wadsworth Pub. Co. , ▼c 1994.
300 ▼a xiv, 497 p. : ▼b ill. ; ▼c 24 cm.
440 0 ▼a Wadsworth series in mass communication.
504 ▼a Includes bibliographical references and index.
650 0 ▼a Mass media ▼x Research.
700 1 0 ▼a Dominick, Joseph R.

Holdings Information

No. Location Call Number Accession No. Availability Due Date Make a Reservation Service
No. 1 Location Main Library/Western Books/ Call Number 302.23072 W757m4 Accession No. 111024319 Availability Available Due Date Make a Reservation Service B M

Contents information

Table of Contents


CONTENTS
PART ONE THE RESEARCH PROCESS = 1
 CHAPTER 1 SCIENCE AND RESEARCH = 2
  The Development of Mass Media Research = 4
  Media Research and the Scientific Method = 7
  Characteristics of the Scientific Method = 9
  Research Procedures = 11
  Two Sectors of Research: Academic and Private = 12
  Summary = 13
  Questions and Problems for Further Investigation = 13
  References and Suggested Readings = 14
 CHAPTER 2 RESEARCH PROCEDURES = 15
  Selecting a Research Topic = 16
   Professional Journals = 16
   Magazines and Periodicals = 18
   Research Summaries = 19
   Everyday Situations = 19
   Archive Data = 19
  Determining Topic Relevance = 21
   Question 1: Is the Topic Too Broad? = 21
   Question 2: Can the Problem Really Be Investigated? = 21
   Question 3: Are the Data Susceptible to Analysis? = 22
   Question 4: Is the Problem Significant? = 22
   Question 5: Can the Results of the Study Be Generalized? = 22
   Question 6: What Costs and Time Are Involved in the Analysis? = 23
   Question 7: Is the Planned Approach Appropriate to the Project? = 23
   Question 8: Is There Any Potential Harm to the Subjects? = 23
  Reviewing the Literature = 24
  Stating a Hypothesis or Research Question = 24
  Research and Experimental Design = 25
  Research Suppliers and Field Services = 27
  Data Analysis and Interpretation = 30
   Internal Validity = 31
   External Validity = 35
  Presenting Results = 36
  Replication = 36
  Supplement on Incidence Rates and CPI = 37
  Summary = 38
  Questions and Problems for Further Investigation = 38
  References and Suggested Readings = 39
 CHAPTER 3 ELEMENTS OF RESEARCH = 41
  Concepts and Constructs = 42
   Independent and Dependent Variables = 43
   Other Types of Variables = 44
   Defining Variables Operationally = 45
  Measurement = 45
   The Nature of Measurement = 48
   Levels of Measurement = 49
  Discrete and Continuous Variables = 52
  Scales = 53
   Thurstone Scales = 53
   Guttman Scaling = 53
   LiKert Scales = 54
   Semantic Differential Scales = 55
   Reliability and Validity = 55
  Summary = 60
  Questions and Problems for Further Investigation = 61
  References and Suggested Readings = 61
 CHAPTER 4 SAMPLING = 63
  Population and Sample = 64
  Probability and Nonprobability Samples = 65
   Types of Nonprobability Samples = 66
   Types of Probability Samples = 67
  Sample Size = 75
  Sample Error = 76
   Confidence Level and Confidence Interval = 77
   Computing Standard Error = 78
  Sample Weighting = 80
  Summary = 80
  Questions and Problems for Further Investigation = 81
  References and Suggested Readings = 82
PART TWO RESEARCH APPROACHES = 83
 CHAPTER 5 EXPERIMENTAL RESEARCH = 84
  Advantages and Disadvantages of Laboratory Experiments = 85
  Conducting Experimental Research = 86
  Control of Confounding Variables = 89
   Randomization = 89
   Matching = 90
   Including the Confounding Variable Into the Design = 91
  Experimental Design = 91
   Basic Experimental Designs = 92
   Factorial Studies = 94
   Other Experimental Designs = 95
  Laboratory Research Example = 96
  Quasi-Experimental Designs = 98
  Field Experiments = 99
   Advantages of Field Experiments = 100
   Disadvantages of Field Experiments = 100
   Types of Field Experiments = 101
   Examples of Field Experiments = 101
  Summary = 105
  Questions and Problems for Further Investigation = 105
  References and Suggested Readings = 106
 CHAPTER 6 SURVEY RESEARCH = 107
  Descriptive and Analytical Surveys = 108
  Advantages and Disadvantages of Survey Research = 108
  Constructing Questions = 109
   Types of Questions = 110
   General Guidelines = 111
  Questionnaire Design = 117
   Introduction = 117
   Instructions = 118
   Question Order = 119
   Layout = 120
   Questionnaire Length = 121
  Pretesting = 121
  Gathering Survey Data = 122
   Mail Surveys = 122
   Telephone Surveys = 124
   Personal Interviews = 128
   Mall Interviews = 129
   Disk-by-Mail Surveys = 130
   Group Administration = 131
  Achieving a Reasonable Response Rate = 132
  General Problems in Survey Research = 133
  Supplement on Codebook Development = 135
  Summary = 136
  Questions and Problems for Further Investigation = 136
  References and Suggested Readings = 137
 CHAPTER 7 QUALITATIVE RESEARCH METHODS = 139
  Aims and Philosophy = 140
  Field Observations = 141
   Advantages of Field Observations = 143
   Disadvantages of Field Observations = 143
   Field Observation Techniques = 144
  Focus Groups = 148
   Advantages of Focus Groups = 148
   Disadvantages of Focus Groups = 149
   Methodology of Focus Groups = 150
  Intensive Interviews = 151
   Advantages and Disadvantages of Intensive Interviews = 152
   Procedures = 152
   Locating Respondents = 153
   Examples of Intensive Interviews = 153
  Case Studies = 154
   Advantages of Case Studies = 154
   Disadvantages of Case Studies = 155
   Conducting a Case Study = 155
   Examples of Case Studies = 157
  Summary = 159
  Questions and Problems for Further Investigation = 159
  References and Suggested Readings = 159
 CHAPTER 8 CONTENT ANALYSIS = 162
  Definition of Content Analysis = 163
  Uses of Content Analysis = 164
   Describing Communication Content = 165
   Testing Hypotheses of Message Characteristics = 165
   Comparing Media Content to the "Real World" = 166
   Assessing the Image of Particular Groups in Society = 166
   Establishing a Starting Point for Studies of Media Effects = 166
  Limitations of Content Analysis = 167
  Steps in Content Analysis = 167
   Formulating a Research Question = 168
   Defining the Universe = 168
   Selecting a Sample = 169
   Selecting the Unit of Analysis = 170
   Constructing Categories for Analysis = 171
   Establishing a Quantification System = 173
   Coding the Content = 174
   Analyzing the Data = 177
   Interpreting the Results = 177
   Computers in Content Analysis = 177
  Reliability = 178
  Validity = 181
  Coder Perception versus Audience Perception = 182
  Examples of Content Analysis = 182
  Summary = 183
  Questions and Problems for Further Investigation = 184
  References and Suggested Readings = 184
 CHAPTER 9 LONGITUDINAL RESEARCH = 187
  Development = 188
  Types of Longitudinal Studies = 189
   Trend Studies = 189
   Cohort Analysis = 190
   Panel Studies = 194
  Special Panel Designs = 197
  Trackdown = 199
  Analyzing Causation in Panel Data = 199
  Longitudinal Design in Experiments = 200
  Summary = 200
  Questions and Problems for Further Investigation = 201
  References and Suggested Readings = 201
PART THREE DATA ANALYSIS = 203
 CHAPTER 10 INTRODUCTION TO STATISTICS = 204
  Descriptive Statistics = 205
   Data Distribution = 205
   Summary Statistics = 209
   The Normal Curve = 217
  Sample Distributions = 219
  Data Transformation = 223
  Summary = 224
  Questions and Problems for Further Investigation = 224
  References and Suggested Readings = 224
 CHAPTER 11 HYPOTHESIS TESTING = 225
  Research Questions and Hypotheses = 226
   Research Questions = 226
   Research Hypotheses = 227
   Purpose of Hypotheses = 227
   Criteria for Good Hypotheses = 228
   The Null Hypothesis = 229
  Testing Hypotheses for Statistical Significance = 229
   Error = 231
   The Importance of Significance = 234
   Power = 234
  Summary = 235
  Questions and Problems for Further Investigation = 236
  References and Suggested Readings = 236
 CHAPTER 12 BASIC STATISTICAL PROCEDURES = 237
  History of Small-Sample Statistics = 238
  Nonparametric Statistics = 238
   Chi-Square Goodness of Fit = 239
   Contingency Table Analysis = 241
  Parametric Statistics = 243
   The t-Test = 243
   Analysis of Variance = 246
   Two-Way ANOVA = 248
   Basic Correlational Statistics = 249
   Partial Correlation = 254
   Simple Linear Regression = 255
   Multiple Regression = 258
  Summary = 261
  Questions and Problems for Further Investigation = 261
  References and Suggested Readings = 261
PART FOUR RESEARCH APPLICATIONS = 263
 CHAPTER 13 RESEARCH IN THE PRINT MEDIA = 264
  Background = 265
  Types of Print Media Research = 267
   Readership Research = 267
   Circulation Research = 273
   Newspaper Management Research = 275
   Typography and Makeup Research = 276
   Readability Research = 278
  Print Media Research: An Overview = 279
  The Journalist as Researcher = 280
  Summary = 281
  Questions and Problems for Further Investigation = 282
  References and Suggested Readings = 282
 CHAPTER 14 RESEARCH IN THE ELECTRONIC MEDIA = 286
  Background = 287
  Ratings Research = 288
  Ratings Methodology = 289
   Interpreting the Ratings = 296
   Adjusting for Unrepresentative Samples = 303
   Nonratings Research = 305
  Program Testing = 305
   Music Research = 307
   Programming Research and Consulting = 308
   Performer Q = 309
   Focus Groups = 309
   Miscellaneous Research = 310
   Summary = 311
  Questions and Problems for Further Investigation = 311
  References and Suggested Readings = 312
 CHAPTER 15 RESEARCH IN ADVERTISING AND PUBLIC RELATIONS = 313
  Copy Testing = 314
   The Cognitive Dimension = 315
   The Affective Dimension = 319
   The Conative Dimension = 320
   Copy Research and Validity = 322
  Media Research = 323
   Audience Size and Composition = 324
   Frequency of Exposure in Media Schedules = 327
   Media Research by Private Firms = 328
   Competitors' Activities = 330
  Campaign Assessment Research = 331
  Public Relations Research = 332
   Types of Public Relations Research = 332
   Corporate Uses of Public Relations Research = 333
  Summary = 337
  Questions and Problems for Further Investigation = 337
  References and Suggested Readings = 338
 CHAPTER 16 RESEARCH IN MEDIA EFFECTS = 340
  Antisocial and Prosocial Effects of Media Content = 341
   History = 342
   Methods = 344
   Theoretical Developments = 347
  Uses and Gratifications = 349
   History = 349
   Methods = 350
   Theoretical Developments = 351
  Agenda Setting by the Media = 353
   History = 353
   Methods = 354
   Theoretical Developments = 356
  Cultivation of Perceptions of Social Reality = 357
   History = 357
   Methods = 359
   Theoretical Developments = 360
  Advertising and Socialization of Children = 361
   History = 361
   Methods = 363
   Theoretical Developments = 366
  Summary = 367
  Questions and Problems for Further Investigation = 367
  References and Suggested Readings = 367
PART FIVE ANALYZING AND REPORTING DATA = 375
 CHAPTER 17 THE COMPUTER AS A RESEARCH TOOL = 376
  Introduction = 377
  A Brief History of Computers = 377
  How a Computer Works = 378
  Classification of Computers = 379
  Anatomy of a Computer = 380
  The Computer System = 381
  Computer Communications = 384
  Using Computers in Research = 386
  Basic Characteristics of SPSS = 386
  Summary = 392
  Questions and Problems for Further Investigation = 393
  References and Suggested Readings = 393
 CHAPTER 18 RESEARCH REPORTING, ETHICS, AND FINANCIAL SUPPORT = 394
  Research Reports = 395
   The Need for Accurate Reporting Procedures = 395
   The Mechanics of Writing a Research Report = 396
   Writing Style = 398
  Research Ethics = 399
   General Ethical Principles = 400
   Voluntary Participation and Informed Consent = 401
   Concealment and Deception = 402
   Protection of Privacy = 404
   Dangers of Deception = 404
   Federal Regulations Concerning Research = 404
   Ethics in Data Analysis and Reporting = 405
   Ethics in the Publication Process = 405
   A Professional Code of Ethics = 406
   The Rights of Students as Research Participants = 406
  Finding Support for Mass Media Research = 407
  Summary = 410
  Questions and Problems for Further Investigation = 410
  References and Suggested Readings = 410
APPENDIXES = 413
 1 TABLES = 414
  Random numbers = 415
  Distribution of t = 420
  Areas Under the Normal Curve = 421
  Distribution of Chi-Square = 422
  Distribution of F: .05 Level = 424
  Distribution of F: .01 Level = 426
 2 MULTIVARIATE STATISTICS = 428
  Basics of Multivariate Statistics = 430
  Matrix Algebra = 430
  Six Multivariate Procedures = 432
   Factor Analysis = 432
   Canonical Correlation = 436
   Discriminant Analysis = 440
   Multivariate Analysis of Variance = 443
   Cluster Analysis = 445
   Multidimensional Scaling = 445
  References and Suggested Readings = 446
 3 BRIEF GUIDE FOR CONDUCTING FOCUS GROUPS = 448
  Planning the Groups = 449
   Date = 449
   Time = 450
  Choosing a Field Service and a Facility Location = 450
  Recruiting = 451
  Before the Groups Begin = 452
  Conducting the Groups = 453
  Handling Respondents = 454
  Caveat = 454
 4 SAMPLE DATA = 456
 5 SAMPLE QUESTIONNAIRE = 464
GLOSSARY = 472
NAME INDEX = 483
SUBJECT INDEX = 491


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