Mass Media Research: An Introduction - 9th Edition
Roger D. Wimmer & Joseph R. Dominick


Chapter 13 - Research in the Print Media

  1. The Newspaper Research Journal specializes in publishing research that has practical value for the newspaper industry.  Refer to a few recent issues and conduct a brief analysis of the most popular topics.  What seems to be attracting the attention of researchers in the area?

  2. How might the qualitative approaches discussed in Chapter 5 be used to conduct a reader-nonreader study?

  3. One of the exercises in Chapter 13 suggests that you conduct a uses and gratifications pilot study of 15-20 people to determine why they read the local paper.  Do a another pilot study of 15-20 students to see if they read the campus paper and why.  Compare the results.

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