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


Chapter 2 - Elements of Research

  1. Why aren't large sample qualitative research projects conducted frequently in mass media research?

  2. In your opinion, what type of rating scale do you think is the best to use: 3-point, 5-point, 7-point, or 10-point?  Why?

  3. Most people have difficulty understanding the difference between reliability and validity.  How would you describe these two concepts to someone who has no background in research?

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