Ratings Analysis: Audience Measurement and Analytics
Key Guidance
New York; London: Routledge, 4th ed. (2014), xvi, 328 pp.
Contains illustrations, tables, web directory pp. 6-7, glossary pp. 263-286, bibliogr. pp. 287-308, index
ISBN 9780415526524 (pbk); 9780203112359 (online)
Signature commbox: 10-Use-E 2014
"This 4th edition of Ratings Analysis describes and explains the current audience information system that supports economic exchange in both traditional and evolving electronic media markets. Responding to the major changes in electronic media distribution and audience researchin recent years, Ratings Analysis provides a thoroughly updated presentation of the ratings industry and analysis processes. It serves as a practical guide for conducting audience research, offering readers the tools for becoming informed and discriminating consumers of audience information." (Publisher description)
1 An Introduction to Audience Research, 1
I. THE BUSINESS OF AUDIENCE MEASUREMENT
2 Audience Measurement, 19
3 Audience Measurement Methods, 43
II. AUDIENCE ANALYTICS
4 Understanding Audience Behavior, 87
5 Analysis of Gross Measures, 117
6 Analysis of Cumulative Measures, 146
III. APPLICATIONS
7 Audience Research in Advertising, 173
8 Audience Research in Programming, 204
9 Audience Research in Financial Analysis, 225
10 Audience Research in Social Policy, 243
I. THE BUSINESS OF AUDIENCE MEASUREMENT
2 Audience Measurement, 19
3 Audience Measurement Methods, 43
II. AUDIENCE ANALYTICS
4 Understanding Audience Behavior, 87
5 Analysis of Gross Measures, 117
6 Analysis of Cumulative Measures, 146
III. APPLICATIONS
7 Audience Research in Advertising, 173
8 Audience Research in Programming, 204
9 Audience Research in Financial Analysis, 225
10 Audience Research in Social Policy, 243
