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Working from the foundation developed in previous editions, this combined text and reference starts by describing the major types of audience research (applied v. theoretical, quantitative v. qualitative, and syndicated v. custom) and commercial audience research, including its characteristics and criticisms. It continues with audience research in advertising, including national and local markets, the Internet, recent developments such as worldwide research and basic questions about the people and costs involved, with similar material on programming, financial analysis and social policy. It describes research data in terms of measurement, audience research methods and ratings research products, and gives analytical techniques. The authors include related readings in each section and provide a glossary. Annotation ©2006 Book News, Inc., Portland, OR More Reviews and Recommendations Tags: ratings analysis the theory and practice audience research third edition |
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