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 11: Adapting Media Research to Different Cultures
Adapting Media Research to Different Cultures
This final chapter is about how there can be difficulties and mismatches between the research we do and the complex realities of human societies and the steps we can take to stand back from what we are doing to examine critically how we need to amend our work to take account of human ...