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 5: Quantitative Online Research
Quantitative Online Research
This section is devoted to this new area of quantitative research made possible by online (Internet and mobile phone) facilities that have emerged over the past few years and especially since the last edition of this book. The use of online quantitative methods is fast replacing other quantitative methods in more developed countries, and it is also beginning to ...