Zero Point Survey: Methods and Experiences of Public Opinion Polls

Author: Yuan Yue/Zhou Lin Gu et al.
Publisher:
Publish Date: 2005-01-01
Features: In 1902, Pulitzer recorded his views on journalism education in a memorandum: "My idea is to make journalism a noble profession for intellectuals, encouraging and educating current and future practitioners through practical methods." — This is the origin of today's "Compass Media Practice Series." Public opinion surveys are an important method for audience analysis, and audience analysis is a critical issue that media must focus on, as well as a key basis for media content and audience positioning. The authors of this book provide feasible methods and strategies for the industry through analyzing cases from Horizon Research Group. This book has two main features: First, it offers a clearer definition of public opinion surveys, making the exposition more focused and accurate; Second, it is more comprehensive, not only presenting theoretical discussions but also including numerous examples, making it highly practical.