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 4: Audience and Media Measurement Research Methods in Use Today
Audience and Media Measurement Research Methods in Use Today
Media measurement is something that is in constant and continuing demand. The strongest call for it comes from advertisers, but media owners also play a growing part in the demand for accurate and timely measurement of audiences for the different media.
In radio and television, programmes and schedules ...