Mass Media Research: An Introduction - Hardcover

Wimmer, Roger D.; Dominick, Joseph R.

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9780534174729: Mass Media Research: An Introduction

Hardcover

ISBN 10: 0534174728 ISBN 13: 9780534174729

Publisher: Wadsworth Publishing, 1993

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Though mass media students need to have a firm enough understanding of the research process to carry out some research, their main goal is to understand analysis and reports from secondary sources..

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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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