Mass Communication Research and Theory
\ \ \ Mass Communication Research and Theory offers advice from some of the best-known and most published experts in the field on all the major techniques used in mass communication research.\ This text combines mass communication theory with detailed descriptions of the various research methods, covering everything from content analysis to survey research, historical and legal research, and qualitative studies. The most outstanding feature of the text is that it brings together the field...
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Twenty-seven American scholars and practitioners lend their expertise to this college textbook providing students with a wide introduction to the major techniques used in mass communication research. The text follows from two earlier editions of Research Methods in Mass Communication (Prentice Hall, 1981 and 1989) co-edited by Stempel and Bruce H. Westley. It differs from those earlier works in its emphasis on industry applications of mass communication research, and its assessment of what media researchers are doing as seen against the context provided by academic researchers. Annotation (c)2003 Book News, Inc., Portland, OR
1The systematic study of mass communication12Broadcast research83Newspaper research304Applied public relations research535Advertising research766The logic of social and behavioral science917Constructing theory1118Measurement decisions1299Basic statistical tool14710Data analysis and SPSS programs for basic statistics18211Content analysis20912Using databases for content analysis22013Survey research23114Secondary analysis25215The controlled experiment26716Ethical issues in conducting mass communication research29917Presenting quantitative data32718Separating wheat from chaff in qualitative studies35019The practice of historical research36220Legal research in mass communication38621Presentation of research results406
