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title:
Handbook on radio and television audience research
author(s):
year:
2007
edition:
web. ed. with minor corr. + amendments
place:
London
publisher:
place:
Paris
publisher:
place:
New York
publisher:
pages:
246 p.
collation:
tables, bibliogr. p.238-242
other ed.:
1st ed. Paris: UNICEF, UNESCO, 1993; 2nd. rev. and exp. ed. UNICEF, UNESCO, BBC World Service Training Trust, 1999
comment:
"This textbook is an excellent introduction to quantitative audience measurement, especially to sampling and designing questionnaires. In addition, qualitative research, data analysis and the follow-up ("how research is used... understanding audiences... strategic research") are handled as well. The author, a former head of audience research for BBC World Service, combines the discussion of methods and cientific background with concrete examples in developing countries. Why is it important to train the interviewers? How to avoid mistakes by translating the questionnaires in indigenous languages? How to organize focus groups? How to interpret ratings? This publication is a gold mine of experience for anybody who needs to know more about his audience and to reflect on the own research practice." (CAMECO Update 1-2008)
topics:
publ.type:
signature:
E-Lib
online:


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