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Ratings Analysis: The Theory And Practice Of Audience Research (Lea's Communication Series)

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Author: James G. Webster
Publisher: Lawrence Erlbaum Associates, Inc.
Category: Book

List Price: ~~$47.95~~
Buy Used: $32.61
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Media: Paperback
Edition: 3
Number Of Items: 1
Pages: 336
Shipping Weight (lbs): 1.1
Dimensions (in): 8.9 x 6 x 0.8

ISBN: 080585410X
Dewey Decimal Number: 384.543
EAN: 9780805854107
ASIN: 080585410X

Publication Date: October 18, 2005
Availability: Usually ships in 1-2 business days
Shipping: Expedited shipping available
Condition: Inventory subject to prior sale. Used items have varying degrees of wear, highlighting, etc. and may not include supplements such as infotrac or other web access codes. Expedited orders cannot be sent to PO Box. Sorry, not able to ship to APO, FPO, Alaska, and Hawaii.

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Editorial Reviews:

Product Description
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 audience 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.

Customer Reviews:

5 out of 5 stars

A pleasant surprise July 18, 2000
4 out of 4 found this review helpful

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.pThe 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.pFollowing 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.pOverall, 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.

4 out of 5 stars

An Interesting Read May 31, 2000
1 out of 2 found this review helpful

I had to read this book for a broadcasting class and it was a treat. Ratings Analysis deals with the behind the scenes business of broadcasting. The authors do a good job of presenting the information in an intellectual manner without putting you to sleep. This is actually one text book that I have enjoyed reading. The layout of the book is easy to read and to comprehend. It is divided into three parts and from there, the information is broken down even further. Although the authors have tried to present their case in as easy terms as possible, they never sound unintelligent or underestimate their readers' intelligence. One gets the message and the point without feeling that they are being talked down to. The book includes the latest statistics on audience research and data, which is hard to come by in the ever-changing business of broadcasting. I recommend this book for anyone interested in broadcasting or in pop culture, for that matter.

Copyright 2007 White Hat Communications.
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