Roots : social science foundations : a philosophy of social science -- foundational disciplines -- Mass communication as a research field -- Asking questions and collecting data : creating a research plan : Developing a research question, reviewing the literature, exploring data sources, and defining variables -- Designing quantitative research : surveys, experiments, and quantitative content analysis -- Approaches to data analysis : basic tools : Describing a numerical data set and making inferences -- Testing hypotheses and exploring other relationships -- Qualitative analysis : identifying themes and writing meaningful summaries -- Research in broader context : contemporary trends and the dissemination of research results : Research horizons : opportunities and challenges -- Writing and presenting the research report

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