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Roger D. Wimmer
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Mass Media Research: An Introduction 10th Edition

by Roger Wimmer (Author), Joseph Dominick (Author)
4.4 out of 5 stars 131 ratings
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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.
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  1. ISBN-10
    1133307337
  2. ISBN-13
    978-1133307334
  3. Edition
    10th
  4. Publisher
    Cengage Learning
  5. Publication date
    January 1, 2013
  6. Language
    English
  7. Dimensions
    7 x 0.75 x 9 inches
  8. Print length
    496 pages
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Editorial Reviews

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.

Joseph Dominick is a retired professor in the College of Journalism and Mass Communication at the University of Georgia. He received his undergraduate degree from the University of Illinois and his Ph.D. from Michigan State University in 1970. He taught for four years at Queens College of the City University of New York before going to the University of Georgia where, from 1980 to 1985, he served as the head of the Radio-TV-Film Sequence. The author or co-author of four additional books, Dr. Dominick also has published nearly 40 articles in scholarly journals. From 1976 to 1980, he served as the editor of the JOURNAL OF BROADCASTING. He has received research grants from the National Association of Broadcasters and from the American Broadcasting Company, and he has consulted for such organizations as the Robert Wood Johnson Foundation and the American Chemical Society.

Product details

  • Publisher ‏ : ‎ Cengage Learning; 10th edition (January 1, 2013)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 496 pages
  • ISBN-10 ‏ : ‎ 1133307337
  • ISBN-13 ‏ : ‎ 978-1133307334
  • Item Weight ‏ : ‎ 1.6 pounds
  • Dimensions ‏ : ‎ 7 x 0.75 x 9 inches
  • Customer Reviews:
    4.4 out of 5 stars 131 ratings

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Roger D. Wimmer

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4.4 out of 5 stars
131 global ratings

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4 out of 5 stars
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Great informative book. Book did come damaged, with broken binding and loose, frayed pages.
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Top reviews from the United States

  • C.A. Riley
    5.0 out of 5 stars Digital Books are the way to go!!
    Reviewed in the United States on April 6, 2020
    Verified Purchase
    I rented the paperback from school and then saw the digital version on Amazon. I decided to rent it out and try it and it was so much easier to read and search for things than using the physical one. I think I may do this in the future for all my books!
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  • Salvarado
    5.0 out of 5 stars Good book!
    Reviewed in the United States on April 21, 2020
    Verified Purchase
    Book quality was good and was able to use it perfectly for school!
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  • Shay Huntley
    5.0 out of 5 stars Class Needs
    Reviewed in the United States on January 27, 2014
    Verified Purchase
    I rented this book. Then I returned it because I wasnt using it in my class any longer. Still a good book though!
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  • Kindle Customer
    3.0 out of 5 stars more boring than necessary
    Reviewed in the United States on January 18, 2017
    Verified Purchase
    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
    One person found this helpful
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  • Erika Ellis
    4.0 out of 5 stars Great book, came damaged
    Reviewed in the United States on May 26, 2022
    Verified Purchase
    Great informative book. Book did come damaged, with broken binding and loose, frayed pages.
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    Erika Ellis
    4.0 out of 5 stars
    Great book, came damaged

    Reviewed in the United States on May 26, 2022
    Great informative book. Book did come damaged, with broken binding and loose, frayed pages.
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  • Annie
    5.0 out of 5 stars Very useful.
    Reviewed in the United States on May 25, 2017
    Verified Purchase
    Very useful book for quantitative research methods.
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  • Amazon Customer
    5.0 out of 5 stars Five Stars
    Reviewed in the United States on March 10, 2017
    Verified Purchase
    Great book for my class
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  • Sineice
    5.0 out of 5 stars Five Stars
    Reviewed in the United States on September 10, 2015
    Verified Purchase
    Timely and accurate!!
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