Mass Media Research: An Introduction - 10th Edition
Roger D. Wimmer & Joseph R. Dominick

Table of Contents

Part One: The Research Process
1: Science and Research
2: Elements of Research
3: Research Ethics
4: Sampling

Part Two: Research Approaches
5: Qualitative Research Methods
6: Content Analysis
7: Survey Research
8: Longitudinal Research
9: Experimental Research

Part Three: Data Analysis
10: Introduction to Statistics
11: Hypothesis Testing
12: Basic Statistical Procedures

Part Four: Research Applications
13: Newspaper and Magazine Research
14: Research in the Electronic Media
15: Research in Advertising
16: Research in Public Relations

Appendix: Tables
Name Index
Subject Index