Media Audience Research: A Guide for Professionals
Graham Mytton,Peter Diem,Piet Hein van Dam
ISBN: 9789351506430
Vydavatelství: SAGE Publications
Rok vydání: 2016
Vydání: 3rd Edition
Vazba: Paperback
Počet stran: 296
Původní cena: 674 Kč
Výstavní cena:
607 Kč(t.j. po slevě 10%)
(Cena je uvedena včetně 10% DPH)
Katalogová cena: 19.99 GBP
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The only comprehensive training book on conducting research into all forms of media This book outlines all the methods for conducting research—both active and passive as well as quantitative and qualitative—in all forms of media, including new media such as the Internet, mobile phones and social media. It explains the ways in which media audiences are measured, understood and taken into account in media planning, advertising sales and social development campaigns. It shows how datasets are analysed and used. The statistical theories behind good quantitative research are explained in simple and accessible language. The book is intended for both media research scholars and practitioners.