"This chapter is about some of the practices of audience research and, in particular, the methodologies and techniques employed in measuring the audiences of different broadcasting, print and outdoor media, the cinema as well as new media such as the internet. It also gives attention to audience mea
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surement in South Africa and gives a glimpse of some of the problems associated with, and criticism on, audience measurement. The relevance of audience measurement for academic researchers is illustrated by means of a case study." (Page 516)
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"This chapter gives an overview of the theory and practices associated with questionnaire surveys as a quantitative methodology, with specific reference to the ways in which surveys are used in media research. An application of how questionnaire surveys are used in audience research is illustrated b
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y a case study." (Page 422)
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"Wie viele Rezipienten erreicht unser Medienprodukt? Wie häufig, wie lange, wann und wo wird es genutzt? Wie wird es wahrgenommen? Ziel dieses Leitfadens ist es, Campusmedienforschern die nötigen Instrumente vorzustellen und zu erläutern, mit denen sie rasch und einfach die Antworten auf ihre ind
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ividuellen Fragen finden können. Dabei ging es uns nicht darum, einen weiteren Wälzer zur langen Liste der Fachliteratur zu diesem Thema hinzuzufügen. Dem Zweck eines umfassenden Werkes zur klassischen Medienforschung kann und soll diese Publikation nicht dienen. Vielmehr soll dieses Buch die nötige theoretische Fundierung bieten um insbesondere Lesern, die nicht aus dem Medienforschungsbereich stammen, den Zugang zur praktischen Anwendung der relevanten Forschungsmethoden so einfach wie möglich zu gestalten. Jede Fragestellung, jedes Problem erfordert eine individuelle Herangehensweise und Methodenanwendung, die allesamt in diesem Leitfaden für den Leser aufbereitet sind. Dieser pragmatische Grundgedanke ist ein wichtiger Aspekt des Leitfadens und schlägt sich in Form von zahlreichen Tipps und Beispielen zur praktischen Anwendung nieder." (Seite 1)
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"This guide has been written for people in the UK public sector delivering online digital services who wish to research their audiences. Although it is focused on online digital services, it will also be useful for researching audiences reached via other channels. It is primarily aimed at non-expert
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s who do not have market research skills themselves, and who do not have access to dedicated market research teams. It is therefore likely to be most useful for people in small organisations / services, or those conducting small projects in larger organisations. It may also be useful for people procuring services who want to know what guidelines to provide, and for those setting policies." (Introduction, page 6)
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"This textbook is an excellent introduction to quantitative audience measurement, especially to sampling and designing questionnaires. In addition, qualitative research, data analysis and the follow-up ("how research is used [...] understanding audiences [...] strategic research") are handled as wel
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l. The author, a former head of audience research for BBC World Service, combines the discussion of methods and cientific background with concrete examples in developing countries. Why is it important to train the interviewers? How to avoid mistakes by translating the questionnaires in indigenous languages? How to organize focus groups? How to interpret ratings? This publication is a gold mine of experience for anybody who needs to know more about his audience and to reflect on the own research practice." (CAMECO Update 1-2008)
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"The first six chapters of this book give you the background information you need to understand how to do an audience survey to a high standard. The explanation is based on the standard face-to-face survey method, where trained interviewers speak directly to audience members. You can use the informa
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tion in Part I in several ways: to organize your own survey, or to commission an expert to do a survey for you, and understand most of the decisions that they and you will face, or to help decide whether you need a survey, or some other type of research. If you are interested doing your own research, but after reading these six chapters you realize that it may be too difficult, slow, or expensive to complete a face-to-face survey, try Part II of the book, which describes some other types of survey, and several methods of qualitative research." (Page 5)
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"This book is an introduction to reading visual culture. It explains which methods are available to the undergraduate student and shows exactly how to use them. The book begins with a discussion of general themes and recent debates, on the meaning of culture and the function of the visual, that offe
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rs a critical inquiry into the relation of visual images to social identities and social relations. Gillian Rose then goes on to investigate in detail the different methods for interpreting visual images. The strengths and weaknesses of each method are discussed in relation to a detailed case study, as well as to the more general issues outlined in the introduction. These methods include: compositional interpretation, content analysis, semiology, psychoanalysis, discourse analysis, audience analysis." (Publisher description)
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"The text focuses on the process of genre analysis, using the selected approaches discussed. The book provides examples and analyses of genres in an effort to support, illustrate, and extend any abstract concepts that have been introduced. More important, it gives students the theoretical tools to c
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onduct their own primary research into genres. In that sense, the methodology is expansive rather than reductive. Presumably, two students could conduct an analysis of the same genre using different approaches and come up with divergent interpretations. In all cases, for an interpretation to be valid: (1) the analysis must be systematically applied, and (2) the analysis must be supported with concrete examples from the text (i.e., film, television episode, newspaper). It must be emphasized, however, that depending on the specific area of study, one approach may be more useful than another." (Preface, page xiii)
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