Ratings Analysis: Theory and Practice (Routledge Communication Series) - Softcover

Webster, James G.; Phalen, Patricia F.; Webster, James; Lichty, Lawrence W.

Softcover

ISBN 10: 0805830995 ISBN 13: 9780805830996

Publisher: Routledge, 2007

Synopsis

Ratings Analysis: the Theory And Practice of Audience Research

About this title

Synopsis:

Much has changed in the ratings industry since the publication of the first edition of "Ratings Analysis: Theory and Practice". In addition to changes in the business of audience measurement, there have been important changes in the electronic media industries themselves. As a result, significant trends have become apparent in the behaviour of mass audiences. Noting these changes, this second edition updates and expands historical and analytical material designed to give students the background information they need to understand audience research. Aiming to end some of the confusion and lead to an improved understanding of both audience research and the ways in which it can be used, this volume is divided into three major sections. Section 1 reviews the many users of audience research and how they tend to look at the numbers. Section 2 considers the audience data itself, reviewing the history, methods and reporting formats of commercial research. Section 3 provides a way to understand and analyze audience data, including general framework for explaining audience behaviour to rather specific analytical techniques.

About this edition

• Publisher: Routledge
• Publication date: 2007
• ISBN 10: 0805830995
• ISBN 13: 9780805830996
• Binding: Paperback
• Edition number: 2
• Number of pages: 304