Know Your Audience: A Practical Guide to Media Research
Upper Sturt: [author], 3d ed. (2007), 384 pp.
Contains index, bibliogr. pp. 361-366, glossary pp. 367-384
Other editions: 1st ed.: Radio survey cookbook: basic audience survey for radio stations. Adelaide: Australian Broadcasting Corporation (ABC), 1991; 2nd ed. (minor revisions): Know your audience: a practical guide to media research. Wellington (NZ): Original Books, 2005
"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 information 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)
I. SURVEY METHODS
1 Planning for research, 6
2 Designing a sample, 30
3 Writing questionnaires, 59
4 Interviewing your audience, 105
5 Analysing survey data, 128
6 Presenting the findings, 162
II. OTHER RESEARCH METHODS
7 Telephone surveys, 183
8 Mail surveys, 197
9 Visitor surveys, 218
10 Internet audience research, 228
11 Observation, 254
12 Qualitative interviewing, 262
13 Group discussions, 283
14 Response techniques, 301
15 Co-discovery conferences, 311
16 Content analysis, 325
17 Using audience research, 346
Appendix I: common findings about audiences, 356
1 Planning for research, 6
2 Designing a sample, 30
3 Writing questionnaires, 59
4 Interviewing your audience, 105
5 Analysing survey data, 128
6 Presenting the findings, 162
II. OTHER RESEARCH METHODS
7 Telephone surveys, 183
8 Mail surveys, 197
9 Visitor surveys, 218
10 Internet audience research, 228
11 Observation, 254
12 Qualitative interviewing, 262
13 Group discussions, 283
14 Response techniques, 301
15 Co-discovery conferences, 311
16 Content analysis, 325
17 Using audience research, 346
Appendix I: common findings about audiences, 356
