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Media Audience Research : A Guide for Professionals by Piet Hein van Dam, Graham Mytton and Peter Diem (2016, Trade Paperback)
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MEDIA AUDIENCE RESEARCH: A GUIDE FOR PROFESSIONALS By Graham Mytton & Peter Diem & Piet Hein Van Dam **BRAND NEW**.
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Product Identifiers
PublisherSAGE Publications, Incorporated
ISBN-109351506436
ISBN-139789351506430
eBay Product ID (ePID)219613437
Product Key Features
Number of Pages300 Pages
Publication NameMedia Audience Research : a Guide for Professionals
LanguageEnglish
SubjectCommunication Studies, Media Studies
Publication Year2016
TypeTextbook
AuthorPiet Hein Van Dam, Graham Mytton, Peter Diem
Subject AreaLanguage Arts & Disciplines, Social Science
FormatTrade Paperback
Dimensions
Item Height0.5 in
Item Weight16.8 Oz
Item Length9.5 in
Item Width7.2 in
Additional Product Features
Edition Number3
Intended AudienceCollege Audience
LCCN2015-039344
ReviewsThe 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.
Dewey Edition23
Dewey Decimal302.2/072
Table Of ContentPrefaceIntroductionHistory of Media ResearchQuantitative Research: Audience Measurement--General Theory and The BasicsAudience and Media Measurement Research Methods in use TodayQuantitative Online ResearchInternet Audience Measurement: Passive Methods and TechnologiesQualitative ResearchAudience Opinion and ReactionDesk ResearchData AnalysisAdapting Media Research to Different CulturesAppendixGlossaryBibliographyIndex
SynopsisThe 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.
LC Classification NumberP91.3
