James Webster, Patricia Phalen, Lawrence Lichty

Ratings Analysis (eBook, PDF)

Audience Measurement and Analytics

• Format: PDF

Produktbeschreibung

This 4th edition of Ratings Analysis describes and explains the current audience information system that supports economic exchange in traditional and evolving electronic media markets. It provides a thoroughly updated presentation of the ratings industry and analysis processes, and serves as a practical guide for conducting audience research, providing the tools for becoming informed and discriminating consumers of audience information.

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Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 344
• Erscheinungstermin: 30. Oktober 2013
• Englisch
• ISBN-13: 9781136282133
• Artikelnr.: 39959186

Autorenporträt

James G. Webster is professor of communication studies at Northwestern University.

Patricia F. Phalen is associate professor of media and public affairs at George Washington University.

Lawrence W. Lichty is professor emeritus of media at Northwestern University

Inhaltsangabe

PART I: THE BUSINESS OF AUDIENCE MEASUREMENT
1 An Introduction to Audience Research
2 Audience Measurement
3 Audience Measurement Methods
PART II: AUDIENCE ANALYTICS
4 Understanding Audience Behavior
5 Analysis of Gross Measures
6 Analysis of Cumulative Measures
PART III: APPLICATIONS
7 Audience Research in Advertising
8 Audience Research in Programming
9 Audience Research in Financial Analysis
10 Audience Research in Social Policy