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 6: Internet Audience Measurement: Passive Methods and Technologies
Internet Audience Measurement: Passive Methods and Technologies
This chapter is about Internet audience measurement. Mostly it involves measuring the audiences of ‘online media’ in a ‘passive way’, that is, without asking any questions of respondents, but with metering technologies using inbuilt digital technology.
Why is this important? Obviously it ...