内容简介
Reflectingthelatestdevelopmentsfromthefield,"MassMediaResearch:AnIntroduction,10E,InternationalEdition"deliversacomprehensiveoverviewofmasscommunicationresearchandathoroughexplorationofeachmajorapproach-includingqualitativeresearch,contentanalysis,surveyresearch,longitudinalresearch,andexperimentalresearch.Thetextcontinueswithanexpansivesectionondataanalysisandconcludeswithcutting-edgecoverageonapplyingresearchmethodstotheprimaryareasofinterest,includingprint,electronicmedia,advertising,andpublicrelations.Completelyuptodate,theTenthEditionfullyintegratessocialmediacoverage,ethics,andtheimpactofemergingtechnologyonmassmediaresearch.Italsoprovidesexpandedcoverageofonlineresearch,theimpactoftabletsonreadership,newadvertisingchannels,socialmediamessageanalytics,andmuchmore.
作者简介
RogerWimmerreceivedhisPh.D.inmassmediaresearchfromBowlingGreenStateUniversityinOhioin1976,althoughhehasbeeninvolvedinmassmediaresearchsince1972.HisexpansiveexperienceincludesservingasasalesrepresentativeatKLSSandKSMN,MasonCity,Iowa,instructorattheUniversityofWisconsin-Whitewater,assistantprofessorattheUniversityofMississippi,associateprofessorattheUniversityofGeorgia,andmanagerofresearchforCoxBroadcastinginAtlanta,Ga.PriortofoundingWimmerResearch,Dr.Wimmerwasco-founderofWimmer-HudsonResearch&Development,president/CEO/co-founderofTheEagleGroup,president/generalpartner/co-founderofParagonResearch,andpresidentofSurreyResearch.Hehasextensiveradioindustryexperienceaswellasallareasofresearchforthetelevisionandcabletelevisionindustries,includingstations,networks,andprogrammingproduction.Hehasdevelopedseveralresearchapproachestotestlocalnewscontent,on-airtalent,andpromotionalactivities.Inaddition,Dr.Wimmerhasseveralyearsofexperienceinnonmediaresearch,workingwithsuchclientsasTheAquariumofthePacific,Coors,U.S.West,andSamsonite.JosephDominickisaretiredprofessorintheCollegeofJournalismandMassCommunicationattheUniversityofGeorgia.HereceivedhisundergraduatedegreefromtheUniversityofIllinoisandhisPh.D.fromMichiganStateUniversityin1970.HetaughtforfouryearsatQueensCollegeoftheCityUniversityofNewYorkbeforegoingtotheUniversityofGeorgiawhere,from1980to1985,heservedastheheadoftheRadio-TV-FilmSequence.Theauthororco-authoroffouradditionalbooks,Dr.Dominickalsohaspublishednearly40articlesinscholarlyjournals.From1976to1980,heservedastheeditoroftheJOURNALOFBROADCASTING.HehasreceivedresearchgrantsfromtheNationalAssociationofBroadcastersandfromtheAmericanBroadcastingCompany,andhehasconsultedforsuchorganizationsastheRobertWoodJohnsonFoundationandtheAmericanChemicalSociety.
