COMS 3332 Chapter : Media Effects MMR 9e (1).doc

• School: Texas Tech University
• Department: Communication Studies
• Course: COMS 3332
• Professor: F E B R A N T Z

Document Summary

While much research is conducted in professional or industry settings, a great deal of mass media research is conducted at colleges and universities. The two research settings also have some common features: many research techniques and approaches used in the private sector emerged from academic research. Industry and academic researchers use the same basic research methodologies and approaches: the goal of research is often the same in both settings to explain and predict audience and consumer behavior. This chapter describes some of the more popular types of research carried out by academic investigators and shows how this work relates to private sector research. Obviously, not every type of scholarly research used in colleges and universities can be covered in one chapter. Readers who want a more comprehensive treatment of media effects research should consult bryant and. Wimmer & dominick: media effects page 1.