Media audience research : a guide for professionals /
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| Author / Creator: | Mytton, Graham, author. |
|---|---|
| Uniform title: | Handbook on radio and television audience research |
| Edition: | Third edition. |
| Imprint: | Thousand Oaks, California : SAGE Publications, Inc., [2016] |
| Description: | xvi, 281 pages ; 24 cm |
| Language: | English |
| Subject: | |
| Format: | Print Book |
| URL for this record: | http://pi.lib.uchicago.edu/1001/cat/bib/11309188 |
Table of Contents:
- Preface
- Chapter 1. Introduction
- 1.1. Why Audience (or Media) Research?
- 1.2. About the Book
- Chapter 2. History of Media Research
- Chapter 3. Quantitative Research: Audience Measurement-General Theory and the Basics
- 3.1. Theoretical and Practical Issues in Measuring Audiences
- Introduction: Why and How Audiences Are Measured?
- 3.2. The Basic Tools of Quantitative Research
- Sampling
- The Questionnaire: The Art of Asking Questions
- Reliability
- Validity
- Social and Cultural Acceptability and Self-portrayal
- Pilot Testing
- 3.3. Contacting and Interviewing Respondents: Practical Issues and Key Components of 'Traditional' Quantitative Research
- The Interview
- The Role of the Interviewer
- Checking Interviewers
- Checking and Editing of Questionnaires
- Back Checking
- Some Common Problems Encountered in Field Research and Some Solutions
- 3.4. Media Professionals and the General Public: Different Perspectives
- 3.5. Translation of Questionnaires into Different Languages
- Chapter 4. Audience and Media Measurement Research Methods in Use Today
- 4.1. Self-completion Diaries
- 4.2. Television (and Radio) Meters
- 4.3. Radio Meters
- 4.4. Personal Interviews
- Telephone Interviews
- Face-to-face Interviews
- 4.5. Research among Specific Target Groups
- 4.6. Survey Research for Small Stations
- 4.7. Readership Research
- Chapter 5. Quantitative Online Research
- 5.1. Measuring with an Internet Sample
- Panel Recruitment
- Incentives
- Optimising and Retaining Panel Size
- Panel Rotation
- Panel Quality Assurance by Respondent Verification
- Respondents with Inattentive Behaviour
- 5.2. Quantitative Research Using Mobile Phones and Similar Devices
- 5.3. Other Forms of Quantitative Online Research
- 5.4. Subscriber (Readership/Editors) Studies
- 5.5. Online Survey Software
- 5.6. Online Quantitative Research for Traditional Media
- TV
- Radio
- Internet
- Chapter 6. Internet Audience Measurement: Passive Methods and Technologies
- 6.1. Introduction
- Stated versus Actual Behaviour
- 6.2. Metrics
- Owned, Paid and Earned Media
- Website Metrics
- Overlap
- Audience Metrics
- Social Media Metrics
- Multi-device Media Consumption
- Currencies
- 6.3. Technologies
- Topology
- User-centric Metering
- Server-side Metering and Cookies
- Network-centric Metering
- Hybrid Methods
- Online Privacy and Data Ownership
- Cookies or Persons?
- Tools and Vendors
- Web Analytics
- Social Media Monitoring
- Advertising Effectiveness
- Behavioural Metering
- Quality Standards
- 6.5. Working with the Data
- New Working Principles for the Internet Era
- Statistical Error
- Weighting Adjustment
- Practical Guidelines
- Statistical Software
- 6.6. Text Analysis Software
- Word Clouds
- Further Text Analysis Software
- Concordance Programmes
- Coding Programmes
- Web Mining
- 6.7. Sentiment Analysis: Filtering the Web for Feelings
- Chapter 7. Qualitative Research
- 7.1. Focus Groups, Sometimes Known as Group Discussions
- Examples of Focus Groups Used in Audience Research
- In-depth Interviews
- Participant Observation
- 7.2. Reliability and Validity in Qualitative Research
- 7.3. Analysis and Reporting Qualitative Research
- 7.4. Qualitative Online Research
- Defining Online Qualitative
- One-to-one Research
- Online Focus Groups
- Online Bulletin Boards
- Online Diaries/Blogs
- Market Research Online Communities (MROCs)
- Website Usability Research
- Chapter 8. Audience Opinion and Reaction
- 8.1. Panels
- 8.2. Appreciation Indices
- 8.3. Other Measures
- 8.4. Use of Online Methods to Test Audience Reaction, Response and Opinion
- Bulletin Boards
- Online Ad Hoc Surveys
- Programme Genre Research
- Online Appreciation Panels
- New Way to Measure Audience Appreciation Online for TV and Radio
- Music Testing
- Online Radio Diary
- Projective TV or Radio Programme Test
- Chapter 9. Desk Research
- 9.1. Communication and Media Landscape in India: Joe Miller and M&C Saatchi World Services
- Television
- Mobile
- Radio
- Online
- Print Media
- Chapter 10. Data Analysis
- 10.1. Some History
- 10.2. Interpretation and Terminology
- 10.3. Ratings and Gross Rating Points
- 10.4. Amount of Listening or Viewing, and Share
- Reach
- Chapter 11. Adapting Media Research to Different Cultures
- Appendix
- Glossary
- Bibliography
- Index
- About the Authors