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101 0 $aeng
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181   $ctxt
182   $cc
183   $acr
200 10$aMedia audience research $ea guide for professionals /$fGraham Mytton, Peter Diem, Piet Hein van Dam
205   $aThird edition.
210  1$aLos Angeles, CA :$cSAGE Publications, Inc.,$d2016.
215   $a1 online resource (298 p.)
300   $aRevision of author's Handbook on radio and television audience research.
311   $a93-5150-643-6 
320   $aIncludes bibliographical references and index.
327   $aCover ; 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
330 8 $aThe 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.
606   $aMass media$xResearch$xMethodology
608   $aElectronic books.
615  0$aMass media$xResearch$xMethodology.
676   $a302.2/072
700   $aMytton$b Graham$0658643
702   $aDiem$b Peter$f1937-
702   $aDam$b Piet Hein van$f1967-
801  0$bCaToSAGE
801  1$bCaToSAGE
801  2$bUtOrBLW
906   $aBOOK
912   $a9910466316903321
996   $aMedia audience research$92458690
997   $aUNINA