Mass Media Research: An Introduction

Описание

Preface xi
The book is divided into four parts.
In Part One, we begin with an overview
of mass communication research, including elements, ethics, and sampling. Part
Two explores each major approach to research, including qualitative research, content analysis, survey research, longitudinal
research, and experimental research. In Part
Three, we continue with a section on data
analysis, covering statistics and hypothesis
testing. Part Four concludes the book with
a forward-looking section on research applications, including those for newspapers
and magazines, electronic media, advertising, and public relations that provide additional information and enhance learning
and understanding of concepts.
New to This Edition
We have made substantial changes to most
of the chapters in this edition. The changes
were made based on comments from teachers, students, and media professionals who
have used our book, as well as changes
in the media industries. The Internet has
greatly affected mass media research, and
we have tried to document its impact in
the appropriate chapters. In addition to the
16 chapters in the ninth edition, you will
find two chapters on the text’s companion
website: “Research in Media Effects” and
“Writing Reports.” The website also now includes the sample ratings book pages from
Arbitron and Nielsen that were used in the
eighth edition.
Additional Information
Please make use of the website we constructed as a companion for our text
includes a variety of information including Supplemental Information, Readings,
Chapter Questions & Exercises, Research
Ideas, Information Sources, Statistics Sources,
Student Resources prepared by Wadsworth/
Cengage, Sampling calculators, and a link
to The Research Doctor Archive (Roger
Wimmer’s column on AllAccess.com).
We update the website whenever we
find something of interest to mass media researchers, so visit often. If you have
any suggestions for additional content on
the site, please contact one of us. In addition, Wadsworth Cengage Learning has another book companion website that offers
a variety of information to help in learning
about mass media research. The website is
wimmer/ mediaresearch9e (a link is on our
text website).
Finally, we added an opportunity for students and other readers to submit questions
in the “Chapter Questions & Exercises” portion of the text’s website. We encourage all
of you to submit questions and exercises for
others around the world to use.
Acknowledgments
We would like to express our gratitude to the
many individuals who have provided assistance to us over the years. For this edition in
particular, we would like to thank the team at
Wadsworth Cengage Learning for their work
on our behalf: Michael Rosenberg, Publisher,
Humanities; Megan Garvey, Associate Development Editor; Jill D’Urso, Assistant Editor;
Erin Pass, Editorial Assistant; Erin Mitchell,
Marketing Manager, Communications; and
Rosemary Winfield, Senior Content Project
Manager, who efficiently oversaw the production of the book. We would also like to express
our gratitude to Stacey Sims, who provided an
enormous amount of support throughout the
rewriting stage of this project.

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