Ratings Analysis: The Theory and Practice of Audience Research provides a thorough and up-to-date presentation of the ratings industry and analysis processes. It serves as a practical guide for conducting audience research, offering readers the tools for becoming informed and discriminating consumers of audience information, from broadcasting to cable to the World Wide Web. In its third edition, this essential volume:
*illustrates applications of audience research in advertising, programming, financial analysis, and social policy;
*describes audience research data and summarizes the history of audience measurement, the research methods most often used, and the kinds of ratings research products currently available; and
*discusses the analysis of audience data by offering a framework within which to understand mass media audiences and by focusing specifically to the analysis of ratings data.
Appropriate for all readers needing an in-depth understanding of audience research, including people working in advertising, electronic media, and related industries, Ratings Analysis also has much to offer academics, critics, policy-makers, and students of mass media.
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Contents: Preface. Part I: Applications. An Introduction to Audience Research. Audience Research in Advertising. Audience Research in Programming. Audience Research in Financial Analysis. Audience Research in Social Policy. Part II: Research Data. The Audience Measurement Business. Audience Research Methods. Ratings Research Products. Part III: Analytical Techniques. Understanding Audience Behavior. Audience Ratings: Analysis of Gross Measures. Audience Ratings: Analysis of Cumulative Measures. Appendix A: DMA Market Rankings. Appendix B: Glossary.
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Descrizione libro Routledge, 2005. Paperback. Condizione libro: New. Codice libro della libreria P11080585410X
Descrizione libro Routledge, 2005. Paperback. Condizione libro: New. 3. Codice libro della libreria DADAX080585410X
Descrizione libro Routledge. PAPERBACK. Condizione libro: New. 080585410X New Condition. Codice libro della libreria NEW6.0966674
Descrizione libro Routledge, 2005. Paperback. Condizione libro: New. book. Codice libro della libreria 080585410X
Descrizione libro Condizione libro: Brand New. Book Condition: Brand New. Codice libro della libreria 97808058541071.0