- 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 9: Desk Research
What can be learned about the audience from the existing data? Do we make sufficient use of data already available, from the census, from departments of agriculture, health, housing, and so on? Sometimes new research involving fieldwork may be unnecessary because the work has already been done. It can be a very useful exercise simply to carry out an audit of ...