Ratings Analysis: The Theory and Practice of Audience Research / Edition 2by James G. Webster, Patricia F. Phalen, James Webster, Lawrence W. Lichty
Pub. Date: 02/28/2000
Publisher: Taylor & Francis
This second edition of Ratings Analysis provides a practical guide for conducting audience research, offering readers the tools to become savvy, discriminating consumers of the audience information that floods the electronic media --from broadcasting, to cable, to the World Wide Web. Reflecting a highly practical orientation, Ratings Analysis focuses on the types of data media professionals encounter in their day-to-day work. Readers are introduced to the various applications of audience research in advertising, programming, financial analysis, and social policy. The text also covers the growth of the audience measurement business, and how audience ratings information currently is created and packaged, concluding with a discussion of how media audiences take shape and the analytical techniques commonly used to study them.
Key features of the second edition include:
• An overview of the major types of audience research,
• Current examples of the most common audience research reports,
• A complete glossary of audience research terms, and
• A listing of the major suppliers of syndicated audience research.
Appropriate for advanced courses in audience research, media research, and programming, this second edition provides a thorough and up-to-date presentation of the ratings industry and the analysis process.
Table of ContentsContents: 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. Appendices: DMA Market Rankings. Glossary.
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