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 8: Audience Opinion and Reaction
Audience Opinion and Reaction
In an important way, this section is about kinds of hybrid research methods that are used to understand and sometimes measure audience opinion and reaction, especially to radio and television, but the methods can and are used more widely than only for these two media. Some of the audience measurement methods we looked at in Chapters 3 to 5 allow for some ...