01665cam a2200325 4500 7758 20181127184311.0 151014s2015 cau b 001 0 eng 2015039344 9789351506430 (pbk. : alk. paper) 9789351506423 (epub) 9789351506447 (ebook) 302.2/072 23 Mytton, Graham, author. Handbook on radio and television audience research Media audience research : a guide for professionals / Graham Mytton, Peter Diem, Piet Hein van Dam. Third edition. Thousand Oaks, California : SAGE Publications, Inc., [2016] xvi, 281 pages ; 24 cm text rdacontent unmediated rdamedia volume rdacarrier Revision of author's Handbook on radio and television audience research. Includes bibliographical references and index. Introduction -- History of media research -- Quantitative research: audience measurement- general theory and the basics -- Audeince and media measurement research methods in use today -- Quantitative online research -- Internet audience measurement: passive methods and technologies -- Qualitative research -- Auidence opinion and reaction -- Desk research -- Data analysis -- Adapting media research to different cultures. The only comprehensive training book on conducting research into all forms of media. Mass media Research Methodology. Dam, Piet Hein van, 1967- author. Diem, Peter, 1937- author. 6657 6657 0 0 ddc 0 0 MAIN RTCLIB RTCLIB MAIN 2021-02-24 10944 3 1 302.2 MYT 30012852 2022-06-27 00:00:00 2022-06-24 2018-11-27 MAIN