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Record Nr. |
UNINA9910466316903321 |
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Autore |
Mytton Graham |
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Titolo |
Media audience research : a guide for professionals / / Graham Mytton, Peter Diem, Piet Hein van Dam |
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Pubbl/distr/stampa |
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Los Angeles, CA : , : SAGE Publications, Inc., , 2016 |
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ISBN |
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93-5328-017-6 |
93-5150-642-8 |
93-5150-644-4 |
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Edizione |
[Third edition.] |
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Descrizione fisica |
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1 online resource (298 p.) |
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Disciplina |
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Soggetti |
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Mass media - Research - Methodology |
Electronic books. |
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Lingua di pubblicazione |
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Formato |
Materiale a stampa |
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Livello bibliografico |
Monografia |
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Note generali |
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Revision of author's Handbook on radio and television audience research. |
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Nota di bibliografia |
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Includes bibliographical references and index. |
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Nota di contenuto |
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Cover ; CONTENTS; PREFACE; 1. Introduction; 2. History of Media Research; 3. Quantitative Research: Audience Measurement-General Theory and the Basics; 4. Audience and Media Measurement Research Methods in Use Today; 5. Quantitative Online Research; 6. Internet Audience Measurement: Passive Methods and Technologies; 7. Qualitative Research; 8. Audience Opinion and Reaction; 9. Desk Research; 10. Data Analysis; 11. Adapting Media Research to Different Cultures; APPENDIX; GLOSSARY; BIBLIOGRAPHY; INDEX; ABOUT THE AUTHORS |
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Sommario/riassunto |
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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. |
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