- 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.
Chapter 3: Quantitative Research: Audience Measurement—General Theory and the Basics
Quantitative Research: Audience Measurement—General Theory and the Basics
The part of this book that dealt with quantitative research was originally one chapter; but in this edition, as this important topic of measurement has become very much more complex and varied, what was one chapter now becomes three. This first one ...