Roger Wimmer

Roger received his Ph.D. in mass media research from Bowling Green State University in Ohio.  His background includes Sales rep at KLSS/KSMN in Mason City, Iowa, Instructor at the University of Wisconsin-Whitewater, Assistant Professor at the University of Mississippi, Associate Professor at the University of Georgia, Manager of Research for Cox Broadcasting in Atlanta, GA, and adjunct Professor at the University of Colorado-Boulder.

Prior to founding Wimmer Research, based in Lakewood, Colorado, Roger was co-founder of Wimmer-Hudson Research & Development, President/CEO/Co-founder of The Eagle Group, President/General Partner/Co-founder of Paragon Research, and President of Surrey Research.

In the radio industry, Roger has conducted thousands of research studies for virtually all types of radio formats, and he also has extensive experience in all areas of research for the TV and cable TV industries, including TV stations, networks, and programming production.  He has developed several research approaches to test local news content, on-air talent, and promotional activities.  In addition, Roger has several years of experience in non-media research, working with a variety of consumer products companies.

Roger is the senior author of Mass Media Research: An Introduction, 10th Edition, the leading textbook in media research in the world since 1982.  The text is used in colleges, universities, armed forces, several governments, and many other venues throughout the world, with editions in several languages.  A website that contains additional resources for users is located here:  To order the book from Cengage, click here.

Roger is married to Darnell, a leading dermatologist in the Denver, Colorado area.


Contact Email: rogerwimmer at