Quality media is the result of meticulous research. MASS MEDIA RESEARCH: AN INTRODUCTION, 10e, shows you how it happens-from content analysis to surveys to experimental research-and then equips you with expert tips on analyzing the media you encounter in your daily life. Reflecting the latest developments from the field, this popular book delivers a comprehensive overview of mass communication research and a thorough exploration of each major approach-including qualitative research, content analysis, survey research, longitudinal research, and experimental research. It also fully integrates social media coverage, ethics, and the impact of merging technology. Available with InfoTrac® Student Collections http://gocengage. com/infotrac. | Mass Media Research by Roger D. Wimmer, Paperback | Indigo Chapters