Includes bibliographical references and indexes.

Pt.1. The research process -- Ch.1. Science and research -- Ch.2. Elements of research -- Ch.3. Research ethics -- Ch.4. Sampling -- Pt.2. Research approaches -- Ch.5. Qualitative research methods -- Ch.6. content research methods -- Ch.7. Survey research -- Ch.8. Longitudinal research -- Ch.9. Experimental research -- Pt.3. Data analysis -- Ch.10. Introduction to statistics -- Ch.11. Hypothesis testing -- Ch.12. Basic statistical procedures -- Pt.4. Research applications -- Ch.13. Research in the print media -- Ch.14. research in the electronic media -- Ch.15. Research in advertising -- Ch.16. Research in public relations -- Ch.17. Mass media in research and the internet.

In this basic text, consultant Wimmer and Dominick (journalism and mass communication, U. of Georgia) give students practical advice on methods and tools. They cover the research process, including its elements, theoretical and scientific bases, ethics, and sampling techniques, research approaches such as qualitative methods, content analysis, survey research, longitudinal research and experimental research, data analysis, including basic statistics and hypothesis testing, and applications including research in the print and electronic media, in advertising and public relations, and on the Internet. The authors include a glossary and the publisher includes a companion website. Annotation #169;2004 Book News, Inc., Portland, OR (booknews.com)