DEPARTMENT OF MASS COMMUNICATION

BAYERO UNIVERSITY, KANO

Faculty of Social And Management Science.

ASSINGNMENT: Book Review:

Mass Media Research: An Introduction: By Wimmer

and Dominic

By

ABUBAKAR ISHAQ ABDULLAHI

REG. NO.: SPS/07/SMS/01536

COURSES: MAC8311

(Advanced Communication Research Method)

LECTURER: Prof. Umar Pate.

July, 2008.
 Book Review
Name of The Book: Mass Media Research: An Introduction

Authors: Roger D. Wimmer and Joseph R. Dominick

Number Of Pages: 428 pages

Publisher: Wadsworth Publishing;

Place of Publication: USA

Edition: 8th edition

Year of Publication: 2006

Language: English

ISBN-0: 053464718-9

Price: N3,500

Reviewer: Abubakar Ishaq Abdullahi

Introduction:

Mass media Research: An Introduction is a book written by Wimmer and

Dominick in 1967, the book was reprinted up to 8th edition. The eighth edition
which printed in 2006, has many changes based on comments from
teachers, students and media professionals who have used the book. Most of
the chapters have been updated, and some chapters have been re-arranged
to meet the request of several users. The book is divided into four part with
seventeen chapters, follow by appendix table, glossary, name index and
subject index.

This book begins with an overview of mass communication research and

ethics of research. It then explores each major approach to research,
including qualitative research, content analysis, survey research, longitudinal
research, and experimental research. The text continues with a section on
data analysis, and concludes with a forward-looking section on research
applications, covering such topics as research in print and electronic media
and on the Internet.

Wimmer and Dominick, Mass Media research: An Introduction is a very

comprehensive book. It is a seminal book for scholars and a classic in its
genre. Not only does it cover all kinds of aspects of the mass media research
process, it also tries to explain the stages in conducting media research, in a
simple and appropriate manner so that students can easily understand the
process involved in conducting the research in Mass Media.

The writers tried to make the book somewhat easier. Each chapter is
introduced by identifying the main topics and there are usually no more than
three or four central issues in each chapter. Every topic is briefly introduced,
and covered by questions about research, differences between approaches,
viewpoint and possible on the area.

The book is best used as a classroom companion, it can serve as a starting

point for discussions and practical work on the basis on the book.

Following the first and second introductory chapters on the rise of the mass
media, the book covers four central themes:

Part I: Preliminaries

In the first two chapters the structure of the book is made clear, and some
basic

elements of the study of mass communication are explained. Also it contains

a short

media history.

- In Chapter 1 the basic question ‘What is Research?’

is covered, as well as historical development of mass media research. The

structure of the book is also explained.
- Chapter 2 contains a historic overview of different media.

Chapter 1. Science and Research

The chapter contains discussions of the development of mass media

research during the past several decades and the methods used to collect
and analyze information. It also includes a discussion of scientific method of
research. The purpose of the chapter is to provide a foundation for the topics
discussed in details.

Chapter 2. Elements Of Research

This chapter define and discuss four basic elements of the research process,
which include, concepts and constructs; measurement; variables; and scales.
A clear understanding of these elements is essential to conducting precise
and meaningful research.

Chapter 3. Research Ethics

This chapter discussed about ethic in research, why be ethical? Ethical

principles and how do we overcome some difficulties when conducting
research. Ethical consideration in conducting research should be not be
overlooked. Nearly every research study could affect subjects in some way,
either psychologically or psychologically or physically.

Chapter 4. Sampling

This chapter described the basic of the sampling methods used in mass
media research. However, because sampling theory has become a distinct
discipline in itself, there are some studies, such as national surveys, that
require consultation of more technical discussions of sampling.

Part II:

Part two proceeds from a general discussion of research to specific research

techniques. Chapter 5 discusses qualitative analysis, which relies mainly on
the analysis of visual data (observations) and verbal data (words) that reflect
everyday experience.

Chapter 6 discusses content analysis, which focuses on words and other

message characteristics but is conducted in a more systematic and
measured way.

Chapter 7 discusses survey research, which relies on greater quantification

and greater measurement sophistication than either qualitative research or
content analysis. However, this sophistication comes with a prices:
Increasing quantification narrows the type of research questions that can be
addressed. That is research depth is sacrificed to gain research breadth is
sacrificed to gain research breadth.

Chapter 8 discusses longitudinal research

Chapter 9 concludes part two with a discussion of experimental methods,

which are among the most precise, complex and intricate of methodologies.

Chapter 5: Qualitative Research Methods

This chapter discusses the differences between the positivist approach,

which generally favors quantitative methods, and the interpretive approach,
which favors qualitative methods. Five main qualitative methods were
described, such as; field observation, focus groups, intensive interviews,
case studies, and ethnography.

Chapter 6: Content Analysis

This chapter discusses content analysis, a specific research approach used

frequently in all areas of the media. The method is popular with mass media
researchers because it is an efficient way to investigate the content of the
media, such as the number and types of commercials or advertisements in
broadcasting or the print media. Beginning researchers will find content
analysis a valuable tool in answering many mass media questions.

Chapter 7: Survey Research

This chapter introduced the basic of survey research, which is very important
and useful method of data collection. Survey is also one of the most widely
used methods of media research, primarily because of its flexibility.
Researchers must decide whether to use a descriptive or analytical
approach.

Chapter 8: Longitudinal Research

This chapter discusses the longitudinal research which involved the

collection of data at different points in time. The three types of longitudinal
study ask the same questions of different groups of people at different points
in time.

Chapter 9: experimental Research

In this chapter three more basic techniques were examined, with the
discussions of the controlled laboratory experiment, quasi-experimental
designs, and field experiments. It also described the process of experimental
design-the researchers’ blue-print for conducting an experiment. The
experimental design provides the steps the researcher will follow to accept
or reject a hypothesis or research question. Some experimental designs are
simple and take very little time to perform; others involve many different
groups and numerous treatments.

Part III: Statistics

These three chapters have statistics as a common theme

- Chapter 10 begins where chapter 9 ends: How to used statistical analysis in

our research; in this chapter it is explained how these fear will be overcome,
by given a simpler step by step approach.
- Chapter 11 discusses the issue of Hypothesis testing

- In Chapter 12 discusses about the basic of statistical procedures in

research.

Chapter 10 Introduction to Statistics

The chapter introduces descriptive statistics and some of the methods used
in mass media research. Also little attempt has been made to explain the
mathematical derivations of the formulas and principles presented; rather,
the emphasis here has been to understanding the reasoning behind these
statistics and their applications. Unless researchers understand the logic
underlying such concepts as means, standard deviation, and standard error,
the statistic themselves are little value.

Chapter 11: Hypothesis Testing

This chapter concern about how you make your research valid by testing
your hypothesis statistically. The chapter went ahead by describing the
procedures for developing research questions and the steps involved in
testing them. An applicable hypothesis must be compatible with current
related knowledge, and it must be logically consistent. It should also be
stated as simply as possible and, generally speaking testable. Hypothesis
must be tested for statistical significance. However some non significant
research project may be more valuable if the statistical power is analyzed.

Chapter 12: Basic Statistical Procedures

The chapter describes some of the basic inferential statistical methods used
in mass media research and suggests ways in which these methods may
help answer questions. The chapter introduced some of the more widely
used basic statistical procedures involving one dependent variable and one
or more independent variables. However the emphasis of the chapter was on
using statistical methods rather than on the statistics themselves. The basic
formula for each statistics was briefly outlined so that beginning researchers
can understand how the data are derieved; the goal has been how to convey
a knowledge of how and when to use each procedure.

Part IV: Research in The Print Media

These chapters are about research applications

- Chapter 13 is devoted to the research in the print media.

-Chapter 14 is devoted to the research in electronic media.

-chapter 15 is dedicated to research in advertising

-chapter 16 then is concern in research in public relation.

-chapter 17 which is the last chapter devoted on mass media research and
the Internet

Chapter 13: Research In the Print media

This chapter provides a brief overview on the most common types of studies
in newspaper and magazine research, with a special emphasis on the
research most likely to be conducted by advertiser-supported publications.
The chapter also, does not address basic market studies and adverting
exposure studies.

Chapter 14: Research In The Electronic Media.

This chapter introduces some of the more widely used research procedures
in this area.Such as rating research, non rating research, program testing,
music research, auditorium testing, callout research, programming research
and consulting and miscellaneous research were discuss all in the chapter.
The chapter also introduced some of the more common methodologies used
in broadcast research. Rating are the most visible form of research used in
broadcasting as well as the most influential in the decision-making process.

Chapter 15: Research In Advertising

This chapter discusses the more common areas of advertising research and
the types of studies they entails. In describing these research studies the
chapter aim to convey the facts the reader must know to understand the
methods and to use them intelligently. However, this chapter discussed
about the three main areas of advertising research copy, media research,
and campaign assessment research.

Chapter 16: research In Public Relations

This chapter discusses research in public relation exhaustibly; research in

public relation takes place at all phases of the public relations process.
Research such as environmental monitoring, public relations audits, and
social audits are used to define problems.

Chapter 17: Mass Media Research And the Internet

The later chapter of the book focuses on two approaches, how to conduct
research on the internet and how to publish your research on the internet.
The chapter discusses on the wealth of information about using the internet
as a library resource which is available by searching for ‘library resource’ and
the “internet research” secondary, and particularly “online research”
conducting. The goal of this chapter is to dispel the fear that many novice
researchers may have in using the internet for data collection.

The book, to say the least, is a very welcome publication. There is nothing
comparable available in this field as comprehensive. As the author notes, it
will be of great service to both the academics and the researchers in the
field.

It is a major contribution to the understanding of the vital issue in conducting

mass media research as well as an attempt at unraveling of the complex
process of research in the area.