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


Chapter 4 - Sampling

  1. Replication of research is an important part of the Scientific Method.  In order for another researcher to replicate a study, the original author or authors must include specific information about the sampling plan (procedures) used in the study.  Refer to some of the mass media journals available to you.  Find articles that use samples.  Do the articles contain enough information for another researcher to replicate the study?

  2. Any research project that uses a sample selected from the population involves some amount of sampling error.  What type of error is involved if a census is conducted?

  3. Theoretically, mass media research using the scientific method investigates research questions and hypotheses by selecting a  random sample from the population.  From what you now know, are random samples used in mass media research?  That is, are the sample truly random?  Why or why not?

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