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Handbook on Radio and Television Audience Research

With an emphasis on the needs of less developed media markets, this practical & user-friendly handbook examines how radio & television audience research is carried out & used, its purposes & how to interpret its findings. The Handbook provides examples of audience-research questionnaires, up-to-date audience & media data from around the world & training exercises to help the student learn through practice & investigation.

The Handbook provides examples of audience-research questionnaires, up-to-date audience & media data from around the world & training exercises to help the student learn through practice & investigation.

Media Audience Research

A Guide for Professionals

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.

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, ...