Publisher's Synopsis
A Broadcast Preceptor Award-winning text in its first edition, this is still the only text that effectively presents both statistics and research methods in a totally mass-media-oriented context.;This practical text is not written for theoreticians but for future professionals who need to understand and apply research methods. The authors demystify the research process by concentrating on solutions that are offered by a procedure, not on how or why the methods work. They offer a practical three-step process that has been praised by reviewers and users alike. Emphasizing practical topics throughout, they cover the ethics of research, funding research, conducting focus groups and using computers for analysis. New examples, methods and `inside` information are provided throughout this third edition.;This book should be of interest to undergraduates on courses in communications.
