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
Summary
The only comprehensive training book on conducting research into all forms of media
Notes
Revision of author's Handbook on radio and television audience research
