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 1: Introduction
Radio and television are 20th century phenomena. So also are the Internet, mobile phones and the digital revolution that emerged in the last quarter of the century. The years between 1900 and 2000 saw more changes in the technology of communications than any previous century. The electronic media have played a major role in those changes and now feature as an important part ...