Ratings Analysis: Theory and Practice (Routledge Communication Series)

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Ratings Analysis: The Theory and Practice of Audience Research provides a thorough and up-to-date 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, from broadcasting to cable to the World Wide Web. In its third edition, this essential volume:
*illustrates applications of audience research in advertising, programming, financial analysis, and social policy;
*describes audience research data and summarizes the history of audience measurement, the research methods most often used, and the kinds of ratings research products currently available; and
*discusses the analysis of audience data by offering a framework within which to understand �mass media audiences and by focusing specifically to the analysis of ratings data.

Appropriate for all readers needing an in-depth understanding of audience research, including people working in advertising, electronic media, and related industries, Ratings Analysis also has much to offer academics, critics, policy-makers, and students of mass media.

Ratings Analysis: Theory and Practice (Routledge Communication Series) Review

When I imagine a book that brings together statistics, research methodology, social science and modern history, I imagine an excellent antidote to insomnia. But surprisingly, not only did I stay awake through the entire book, I actually learned a few things.The authors' history of commercial audience research was tight, offering a multitude of insights into where the ratings business might be headed in the Internet age. And the descriptions of research methodology was just right--enough to understand conceptually, without overdoing it.Following closely on the heels of chapters about ratings used in programming and advertising, the chapter on ratings and financial analysis added almost no value. But the third section, Understanding Audience Behavior, offered some great discussions of specific measurements without burying the reader in too many details.Overall, Ratings Analysis is the best book on the topic I've seen--a very thorough exploration of the subject without the passive, scholarly tone of too many textbooks. Help other customers find the most helpful reviews Was this review helpful to you? Yes No Report abuse | PermalinkComment�Comment

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