In Mass media Research: An Introduction, authors Roger Wimmer and Joseph Dominick procide you with an easy-to-follow explanation of the methods and tools used to conduct effective research. You will explore the varied types of quantitative and qualitative research methods, and understand their strengths, Weaknesses, and methofologies. You will discover the importance of ethics as a foundation fof research-and the risks of concealment and deception.   You willlearn how to track down the information you need from magazined, periodicals, literature, and the   Internet- and to evaluate the truth in that data.   And recognizing the growing wealth of material available online, the authors provide you eith an extensive array of useful websites throughout the text to help you become an effective mass-media researcher.

- The Research Process
- Research Approaches
- Data Analysis
- Research Applications
- The Research Process
- Researcg Approaches
- Data Analysis
- Research Applications