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Mass Media Research: An Introduction
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About the Author
Roger Wimmer received his Ph.D. in mass media research from Bowling Green State University in Ohio in 1976, although he has been involved in mass media research since 1972. His expansive experience includes serving as a sales representative at KLSS and KSMN, Mason City, Iowa, instructor at the University of Wisconsin-Whitewater, assistant professor at the University of Mississippi, associate professor at the University of Georgia, and manager of research for Cox Broadcasting in Atlanta, Ga. Prior to founding Wimmer Research, Dr. Wimmer 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. He has extensive radio industry experience as well as all areas of research for the television and cable television industries, including stations, networks, and programming production. He has developed several research approaches to test local news content, on-air talent, and promotional activities. In addition, Dr. Wimmer has several years of experience in nonmedia research, working with such clients as The Aquarium of the Pacific, Coors, U.S. West, and Samsonite.
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Product details
Paperback: 496 pages
Publisher: Cengage Learning; 10th edition (2013)
Language: English
ISBN-10: 1133307337
ISBN-13: 978-1133307334
Product Dimensions:
7 x 0.8 x 9 inches
Shipping Weight: 1.6 pounds (View shipping rates and policies)
Average Customer Review:
3.9 out of 5 stars
24 customer reviews
Amazon Best Sellers Rank:
#114,191 in Books (See Top 100 in Books)
more detail than is needed for undergrads and soooo boring. When I heard past students criticizing it as very dry I thought, "well, what methods book is NOT dry?" I was wrong. This is worse. I've used earlier editions in the past, but I guess I've been spoiled by a few years of using Joanne Keyton's book instead. I'd recommend that instead of Wimmer & Dominick
My hubby needed this book for a class his is taking...when we ordered it we never figured it would be here way before he needed it...it came 3 weeks before his class started so he had lots of time to look through it and see what the class would be about...Thanks for the speed...
Very useful book for quantitative research methods.
Item needed for school. Item delivered as described
I was forced to buy this book and I hated reading it. It didn't help me with my research paper. I would never buy this again.
I could not believe how fast I received this book. I ordered it with 1-day shipping (expensive) but it was completely worth the order (given I needed this the next day for a class). This book describes many useful descriptions and diagrams as to how mass media research is conducted. I totally recommend this book!
Excellent book for those who needs introduction to media reaearch and know how of research too. Well explained in each scenario as to how research can be conducted using statistical techniques. However latest edition is way too expensive for a beginner. Renting is a good option.
One of my favorite classes. I recommend this course to anyone getting into college or needing extra electives before graduating. Good luck.
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