02980nam 22006131 450 991046631690332120200520144314.093-5328-017-693-5150-642-893-5150-644-4(CKB)3710000000623900(EBL)4440204(SSID)ssj0001624663(PQKBManifestationID)16359795(PQKBTitleCode)TC0001624663(PQKBWorkID)14815142(PQKB)10535033(MiAaPQ)EBC4440204(PPN)223859125(Au-PeEL)EBL4440204(CaPaEBR)ebr11171005(CaONFJC)MIL902616(OCoLC)944311110(CaToSAGE)SAGE000006906(EXLCZ)99371000000062390020190531e20162016 fy| 0engur|n|---|||||txtccrMedia audience research a guide for professionals /Graham Mytton, Peter Diem, Piet Hein van DamThird edition.Los Angeles, CA :SAGE Publications, Inc.,2016.1 online resource (298 p.)Revision of author's Handbook on radio and television audience research.93-5150-643-6 Includes bibliographical references and index.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 AUTHORSThe 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.Mass mediaResearchMethodologyElectronic books.Mass mediaResearchMethodology.302.2/072Mytton Graham658643Diem Peter1937-Dam Piet Hein van1967-CaToSAGECaToSAGEUtOrBLWBOOK9910466316903321Media audience research2458690UNINA