000			01501nam a2200277Ia 4500
001			37261
003			IN-BdCUP
005			20230421154949.0
008			230413s2023 000 0 eng
020			_a9351506436
040			_beng _cIN-BdCUP
041			_aeng
082			_a302.2072 _bMYT
100			_aMytton, Graham
245		0	_aMedia audience research : _bA guide for professionals / _cMytton, Graham ; Diem, Peter & Dam, Piet Hein Van
260			_aNew Delhi : _bSage Publications Pvt. Limited, _c2016.
300			_axvi, 281 p. ; _c25 cm.
520			_aThe 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.
650			_aMass media
650			_aMass media--research--methodology
650			_aInternet audience
650			_aQuantitative online research
700			_aDiem, Peter
700			_aDam, Piet Hein Van
942			_2ddc _cBK
999			_c28902 _d28902