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Media Audience Research
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Media Audience Research
A Guide for Professionals

Third Edition
  • Graham Mytton - Independent media research consultant and trainer, Dorking, United Kingdom
  • Peter Diem - Independent media research consultant, Vienna, Austria
  • Piet Hein van Dam - Independent research consultant, Amsterdam, Netherlands.

February 2016 | 300 pages | SAGE Publications Pvt. Ltd

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.


 
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

The book by Mytton, Diem and van Dam is a description of the contemporary methods of audience research available to media research scholars and practitioners. The book covers both quantitative (survey design) and qualitative (focus group) methods of media research…the book provides a valuable reference for practitioners and research scholars in this field.

Vision,
Volume 21 (Issue 1), March 2017

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ISBN: 9789351506430
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