Ratings Analysis / Edition 3

Ratings Analysis / Edition 3

by James Webster, Patricia F. Phalen, Lawrence W. Lichty
     
 

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

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Overview

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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Product Details

ISBN-13:
9780805854091
Publisher:
Taylor & Francis
Publication date:
10/18/2005
Series:
LEA's Communication Series
Edition description:
REV
Pages:
338
Product dimensions:
6.10(w) x 9.10(h) x 0.90(d)

Table of Contents

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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