Part Four: Research Applications
Chapter 13: Research in the Print Media Background Types of Print Media Research Readership Research Reader Profiles Lifestyle Segmentation Research Item-Selection Studies Reader-Nonreader Studies Uses and Gratification Studies Editor-Reader Comparisons
Magazine Readership Research Circulation Research Newspaper Management Research Typography and Makeup Research Readability Research Print Media Research and the Internet
Chapter 14: Research in the Electronic Media Background Ratings Research Nielsen Media Research Arbitron Inc Controversy Ratings Methodology
Interpreting the Ratings Share Cost Per Thousand Related Ratings Concepts Reading a Ratings Book Adjusting for Unrepresentative Samples
Programming Research and Consulting Non-ratings Research Program Testing Music Research Call-Out Research Programming Research and Consulting Performer Q Focus Groups Miscellaneous Research
Chapter 15: Research in Advertising Copy Testing The Cognitive Dimension The Affective Dimension The Conative Dimension Copy Research and Validity Media Research
Audience Size and Composition Frequency of Exposure in Media Schedules Media Research by Private Firms Measuring the Internet Audience Measuring the Effectiveness of Internet Advertising
Competitors’ Activities Campaign Assessment Research A Final Note on Advertising Research
Chapter 16: Research in Public Relations Types of Public Relations Research Research in the Public Relations Process Defining public relations problems Environmental Monitoring Programs Public Relations Audits Communication Audits Social Audits
Planning Public Relations Programs Implementing Public Relations Programs Gatekeeping Research Output Analysis
Chapter 17: Research in Media Effects Antisocial and Prosocial Effects of Media Content History Methods The Experimental Method The Survey Approach Field Experiments Panel Studies Mata-Analysis Theoretical Developments
Uses and Gratifications History Methods Theoretical Developments
Agenda Setting by the Media History Methods Measuring the Media Agenda Measuring Public Agendas Theoretical Developments
Cultivation of Perceptions of Social Reality History Methods Theoretical Developments
Social Impact of the Internet Audience Characteristics Functions and Uses Social Effects
Chapter 18: Mass Media Research and the Internet Brief History of the Internet Research and the Internet-Background Internet Data Collection Approaches Frequently Asked Questions Advantages of Internet Research Disadvantages of Internet Research
Practical and Ethical Considerations of Internet Research The Future of Internet Research Internet Research Companies