Media audience research : a guide for professionals

Media audience research : a guide for professionals / Graham Mytton, Peter Diem and Piet Hein van Dam.

The only comprehensive training book on conducting research into all forms of media.

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Bibliographic Details
Main Authors: Mytton, Graham (Author), Diem, Peter, 1937- (Author), Dam, Piet Hein van, 1967- (Author)
Format: eBook
Language:English
Published: Thousand Oaks, California : SAGE Publications, Inc., 2016.
Edition:Third edition.
Subjects:
Mass media > Research > Methodology.
PSYCHOLOGY > Social Psychology.
Mass media > Research > Methodology
Online Access:Click for online access
Table of Contents:
  • Introduction
  • History of media research
  • Quantitative research: audience measurement- general theory and the basics
  • Audeince and media measurement research methods in use today
  • Quantitative online research
  • Internet audience measurement: passive methods and technologies
  • Qualitative research
  • Auidence opinion and reaction
  • Desk research
  • Data analysis
  • Adapting media research to different cultures.

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