Audience Research: Theory and Practice of Analysis (Second Edition)

Author: James G. Webster, Patricia F. Ferrell
Publisher:
Publishing Date: Not available
Features: The authors have created authoritative and exclusive materials on audience research and its role in today's media and advertising industries. They recommend using these materials to skillfully place the theoretical and methodological issues of research within the context of real-world decision-making. The "com" audience measurement included in the new introduction and the clear, concise classification of research types are particularly outstanding. When introducing the ratings system and media industry to colleagues and clients around the world, ratings analysis has been my manual—it is highly readable and offers profound insights.
In Audience Ratings Analysis, the authors combine an engaging academic approach with practical applications to introduce readers to various types of audience research, their complexities, and how they can be used to address issues of interest to media professionals, scholars, and managers. For anyone seeking to better understand the numerous applications of audience research in the media market, this book is essential. The second edition of Audience Ratings Analysis should be placed on the bookshelves of everyone who wishes to teach or explore mass media and its audiences in an academic manner (authors). It moves effortlessly from the abstract principles of digitization to specific examples of application, always providing guidance and often proving very interesting. As a textbook, students will find the specific examples particularly useful, while as a reference, those who teach, write, or research audience will discover a comprehensive resource tailored to their needs.
This series represents a beneficial attempt at innovating television theory, with considerable theoretical and practical significance. From the perspective of television media management, it systematically summarizes existing academic achievements both domestically and internationally, comprehensively exploring the universal laws of television development, and, in line with China's national conditions, seeks to find the development path for China's television industry. The series is committed to promoting the forefront, closely integrating with China's television reform practices, and strives to become works that are academically solid, thought-provoking, and truly valuable references for television media management.
The first batch of the series will include 5 books, divided into two major sections: theoretical and practical. The theoretical section is further classified into first-tier and second-tier disciplines. It includes Economics of Television Media, Value Chain of the Television Industry, Regulation of the Television Industry, Analysis of Television Consumer Behavior, and Television Ratings Analysis Handbook (translation).
The series has the following four distinctive features:
1. Innovation in fundamental theory. The series includes the first foundational work on television media economics in China.
2. Relatively standardized research methods. Research on television media management is a product of the intersection of journalism and communication studies with economics. How to apply economic analysis methods to study the television industry is a new topic for China's communication academia.
3. Systematic research content. The series covers both theoretical and practical research; theoretical studies extend from first-tier to second-tier disciplines, while practical studies range from domestic to international contexts. It combines the innovation of fundamental theories, the summary of practical experiences, and the introduction of classic international operational practices, making it an invaluable reference for both the theoretical and practical communities of television media.
4. Comprehensive academic background and practical experience of the authors. Most of the authors of the series have worked in the broadcasting and television industry and some have engaged in management.