• Summary
  • Contents
  • Subject index

The only comprehensive training book on conducting research into all forms of media This book outlines all the methods for conducting research—both active and passive as well as quantitative and qualitative—in all forms of media, including new media such as the Internet, mobile phones and social media. It explains the ways in which media audiences are measured, understood and taken into account in media planning, advertising sales and social development campaigns. It shows how datasets are analysed and used. The statistical theories behind good quantitative research are explained in simple and accessible language.

History of Media Research
History of media research

A large part of the history of media research before the advent of the Internet was focused on broadcasting. This is because of the peculiar nature of radio and television. With both radio and television, no transaction takes place that allows for anything to be counted or measured. When a newspaper is sold, it is a ...

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