a guide for professionals Mytton, Graham creator author. Dam, Piet Hein van 1967- author. Diem, Peter 1937- author. text bibliography cau 2015 Third edition. monographic eng

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xvi, 281 pages ; 24 cm The only comprehensive training book on conducting research into all forms of media. 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. Graham Mytton, Peter Diem, Piet Hein van Dam. Revision of author's Handbook on radio and television audience research. Includes bibliographical references and index. Mass media Research Methodology 302.2/072 9789351506430 (pbk. : alk. paper) 2015039344 151014 20181127184311.0 7758