Product Description: Quality media is the result of meticulous research. MASS MEDIA RESEARCH: AN INTRODUCTION, 9e, shows you how it happens--from content analysis to surveys to experimental research--then gives you expert tips on analyzing the media you encounter in your daily life...read more

This text begins with an overview of mass communication research and ethics of research. It then explores each major approach to research, including qualitative research, content analysis, survey research, longitudinal research, and experimental research. The text continues with a section on data analysis, and concludes with a forward-looking section on research applications, covering such topics as research in print and electronic media and on the Internet.