1. Part Four: Research Applications

2. 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

3. Magazine Readership Research
Circulation Research
Newspaper Management Research
Typography and Makeup Research
Readability Research
Print Media Research and the Internet

4. Chapter 14: Research in the Electronic Media
Background
Ratings Research
Nielsen Media Research
Arbitron Inc
Controversy
Ratings Methodology

5. Interpreting the Ratings
Share
Cost Per Thousand
Related Ratings Concepts
Reading a Ratings Book
Adjusting for Unrepresentative Samples

6. Programming Research and Consulting
Non-ratings Research
Program Testing
Music Research
Call-Out Research
Programming Research and Consulting
Performer Q
Focus Groups
Miscellaneous Research

7. Chapter 15: Research in Advertising
Copy Testing
The Cognitive Dimension
The Affective Dimension
The Conative Dimension
Copy Research and Validity
Media Research

8. 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

9. Competitors’ Activities
Campaign Assessment Research
A Final Note on Advertising Research

10. 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

11. Planning Public Relations Programs
Implementing Public Relations Programs
Gatekeeping Research
Output Analysis

12. 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

13. Uses and Gratifications
History
Methods
Theoretical Developments

14. Agenda Setting by the Media
History
Methods
Measuring the Media Agenda
Measuring Public Agendas
Theoretical Developments

15. Cultivation of Perceptions of Social Reality
History
Methods
Theoretical Developments

16. Social Impact of the Internet
Audience Characteristics
Functions and Uses
Social Effects

17. 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

18. Practical and Ethical Considerations of Internet Research
The Future of Internet Research
Internet Research Companies