Full Description
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.
The book is intended for both media research scholars and practitioners.
Contents
Preface
Introduction
History of Media Research
Quantitative Research: Audience Measurement—General Theory and The Basics
Audience and Media Measurement Research Methods in use Today
Quantitative Online Research
Internet Audience Measurement: Passive Methods and Technologies
Qualitative Research
Audience Opinion and Reaction
Desk Research
Data Analysis
Adapting Media Research to Different Cultures
Appendix
Glossary
Bibliography
Index
