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Cover Art
E-RESOURCE
Author Mytton, Graham, author.

Title Media audience research : a guide for professionals / Graham Mytton, Peter Diem and Piet Hein van Dam.

Published Thousand Oaks, California : SAGE Publications, Incorporated, 2016.

Copies

Location Call No. Status
 UniM INTERNET resource    AVAILABLE
Uniform title Handbook on radio and television audience research
Edition Third edition.
Physical description 1 online resource (298 pages) : illustrations
polychrome rdacc
Notes Revision of author's Handbook on radio and television audience research.
Bibliography Includes bibliographical references and index.
Contents Chapter 1 Introduction 1 -- 1.1 Why Audience (or Media) Research? 6 -- 1.2 About the Book 8 -- Chapter 2 History of Media Research 10 -- Chapter 3 Quantitative Research: Audience Measurement-General Theory and the Basics 15 -- 3.1 Theoretical and Practical Issues in Measuring Audiences 15 -- 3.2 Basic Tools of Quantitative Research 17 -- 3.3 Contacting and Interviewing Respondents: Practical Issues and Key Components of 'Traditional' Quantitative Research 74 -- 3.4 Media Professionals and the General Public: Different Perspectives 83 -- 3.5 Translation of Questionnaires into Different Languages 84 -- Chapter 4 Audience and Media Measurement Research Methods in Use Today 88 -- 4.1 Self-completion Diaries 89 -- 4.2 Television (and Radio) Meters 93 -- 4.3 Radio Meters 97 -- 4.4 Personal Interviews 99 -- 4.5 Research among Specific Target Groups 106 -- 4.6 Survey Research for Small Stations 107 -- 4.7 Readership Research 108 -- Chapter 5 Quantitative Online Research 112 -- 5.1 Measuring with an Internet Sample 112 -- 5.2 Quantitative Research Using Mobile Phones and Similar Devices 120 -- 5.3 Other Forms of Quantitative Online Research 122 -- 5.4 Subscriber (Readership/Editors) Studies 123 -- 5.5 Online Survey Software 124 -- 5.6 Online Quantitative Research for Traditional Media 124 -- Chapter 6 Internet Audience Measurement: Passive Methods and Technologies 128 -- 6.1 Introduction 128 -- 6.2 Metrics 130 -- 6.3 Technologies 136 -- 6.5 Working with the Data 149 -- 6.6 Text Analysis Software 155 -- 6.7 Sentiment Analysis: Filtering the Web for Feelings 158 -- Chapter 7 Qualitative Research 163 -- 7.1 Focus Groups, Sometimes Known as Group Discussions 165 -- 7.2 Reliability and Validity in Qualitative Research 180 -- 7.3 Analysis and Reporting Qualitative Research 181 -- 7.4 Qualitative Online Research 182 -- Chapter 8 Audience Opinion and Reaction 198 -- 8.1 Panels 198 -- 8.2 Appreciation Indices 202 -- 8.3 Other Measures 205 -- 8.4 Use of Online Methods to Test Audience Reaction, Response and Opinion 206 -- Chapter 9 Desk Research 218 -- 9.1 Communication and Media Landscape in India: Joe Miller and M&C Saatchi World Services 221 -- Chapter 10 Data Analysis 227 -- 10.1 Some History 227 -- 10.2 Interpretation and Terminology 228 -- 10.3 Ratings and Gross Rating Points 230 -- 10.4 Amount of Listening or Viewing, and Share 233 -- Chapter 11 Adapting Media Research to Different Cultures 241.
Notes Description based on print version record.
Local Note Electronic reproduction. Ann Arbor, MI : ProQuest, 2016. Available via World Wide Web. Access may be limited to ProQuest affiliated libraries.
Other author Diem, Peter, 1937- author.
Dam, Piet Hein van, 1967- author.
Subject Mass media -- Research -- Methodology.
Electronic books.
ISBN 9789351506430 (paperback: alk. paper)
9789351506447 (e-book)