Verfügbarkeit: Ratings analysis

Ratings analysis: the theory and practice of audience research

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Bibliographische Detailangaben
Hauptverfasser:	Webster, James G. (VerfasserIn), Phalen, Patricia F. (VerfasserIn), Lichty, Lawrence W. (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Mahwah, NJ [u.a.] Erlbaum [u.a.] 2006
Ausgabe:	3. ed.
Schriftenreihe:	Lea's communication series
Schlagworte:	Television programs > Ratings > Methodology Television viewers Radio programs > Ratings > Methodology Radio audiences Publikumsforschung Fernsehen Publikum
Online-Zugang:	Publisher description Table of contents Inhaltsverzeichnis
Beschreibung:	Includes bibliographical references (p. 287-301) and indexes ; Hier auch später erschienene, unveränderte Nachdrucke
Beschreibung:	XVIII, 317 S. graph. Darst., Kt. 24 cm
ISBN:	0805854096 080585410X

Internformat

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Datensatz im Suchindex

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adam_text	Contents in Brief Preface . .XV Open Letter to Students Using Ratings Analysis -Susan Whiting, Nielsen Media Research ........................xvii PART I: APPLICATIONS 1 An Introduction to Audience Research .............................1 2 Audience Research in Advertising ...................................14 3 Audience Research in Programming ..............................40 4 Audience Research in Financial Analysis ........................63 5 Audience Research in Social Policy. .................................80 PART II: RESEARCH DATA 6 The Audience Measurement Business ............................93 7 Audience Research Methods .........................................112 8 Ratings Research Products. ...........................................143 PART III: ANALYTICAL TECHNIQUES 9 Understanding Audience Behavior ...............................175 10 Audience Ratings: Analysis of Gross Measures ..........204 11 Audience Ratings: Analysis of Cumulative Measures ..232 Appendix A: DMA Market Rankings ..............................255 vii VÏÎi c-W- CONTENTS IN BRIEF Appendix В: Glossary ......................................................262 Bibliography and Additional Sources ..............................287 Author Index ..................................................................303 Subject Index ...................................................................305 Contents Preface ...............................................................xv Open letter to students using Ratings Analysis -Susan D. Whiting, Nielsen Media Research ...................xvii PART I: APPLICATIONS 1 An Introduction to Audience Research ..................1 Types of Audience Research .................................1 Applied Versus Theoretical ...........................1 Quantitative Versus Qualitative .....................3 Syndicated Versus Custom ...........................4 Commercial Audience Research ............................8 The Characteristics of Commercial Research .....9 Criticisms of Commercial Research ...............10 Ratings Research ............................................11 Related Readings ............................................13 2 Audience Research in Advertising .......................14 National Markets ...........................................16 Broadcast and Cable Networks ....................16 Syndication ............................................21 Local Markets ...............................................24 Broadcast Stations ...................................24 Cable Systems .........................................26 Internet .......................................................27 IX CONTENTS Recent Developments in Advertising ....................29 Advertising Worldwide ..............................29 New Communication Technologies ...............29 Research Questions .........................................31 How Many People Are in the Audience? .........31 How Often Do the Same People Show up in the Audience? .......................................34 Who Are the Audience Members? .................35 How Much Does It Cost to Reach the Audience? ... 38 Related Readings ............................................39 3 Audience Research in Programming ....................40 Radio Programming ........................................41 Television Programming ...................................44 Broadcast ...............................................44 Cable .....................................................48 The Internet ..................................................49 Research Questions .........................................50 Did I Attract the Intended Audience? .............50 How Loyal Is My Audience? ........................53 What Other Stations or Programs Does My Audience Use? .........................................55 How Do Structural Factors Like Scheduling Affect Program Audience Formation? ............57 When Will a Program s Costs Exceed Its Benefits?. ..61 Related Readings ............................................62 CONTENTS «■*<-- x¡ 4 Audience Research in Financial Analysis ..............63 Research Questions .........................................65 How Effectively Does the Organization Compete for Market Revenues? ....................65 What Is the Value of a Programing Investment? ... 67 What Is the Value of a Media Property? .........73 What Determines the Value of an Audience? ... 75 What Contribution Do Ratings Make to Revenues? ...........................................77 Related Readings ............................................79 5 Audience Research in Social Policy ......................80 Government ..................................................81 Industry. ......................................................82 The Public ....................................................82 Research Questions ..........................................83 What Do the Media Do to People? .................83 What Do People Want? ...............................85 What are the Economic Implications of Various Policies? ....................................87 Related Readings .............................................90 PART II: RESEARCH DATA 6 The Audience Measurement Business ..................93 The Development of Audience Measurement .........95 Telephone Interviews .................................95 xii «-w CONTENTS Personal Interviews ................................... Meters ................................................. 10° Diaries ................................................. 104 The Audience Measurement Business Today .........106 Related Readings ........................................... Ш 7 Audience Research Methods .............................112 Sampling ....................................................112 Sample Designs ......................................114 Sources of Error .....................................117 Measurement ...............................................126 What Is Being Measured? ..........................127 Measurement Techniques ..........................129 Related Readings ...........................................142 8 Ratings Research Products ...............................143 From Data to Saleable Commodity ....................144 Editing .................................................144 Programs, Schedules, and Other Information .. 146 Projections ............................................147 Local Ratings ...............................................148 Television .............................................148 Radio ...................................................156 National Ratings ..........................................159 Network ..............................................159 Syndication ...........................................165 The Internet ................................................166 CONTENTS Customized Ratings Reports ............................169 Buying Ratings Data .....................................171 Related Readings ...........................................172 PART III: ANALYTICAL TECHNIQUES 9 Understanding Audience Behavior ....................175 Exposure to Media ........................................175 Gross Measures of the Audience .................176 Cumulative Measures of the Audience ..........177 Comparing Gross and Cumulative Measurements .......................................177 Common Theories of Media Choice ...................179 Working Theories of Program Choice. ..........180 Economic Models of Program Choice ...........182 Selective Exposure Theory .........................183 Uses and Gratifications Theory ;.................184 Toward a Comprehensive Understanding of Audience Behavior .....................................185 Audience Factors ....................................185 Media Factors ........................................191 An Integrated Model of Audience Behavior ..........197 The Model ............................................199 Related Readings ...........................................203 10 Audience Ratings: Analysis of Gross Measures... 204 Gross Measures ............................................205 Comparisons .........................................213 Prediction and Explanation .......................226 xiv <rm^- CONTENTS Related Readings ..............................................231 11 Audience Ratings: Analysis of Cumulative Measures .............................................................232 Cumulative Measures ....................................232 Comparisons .........................................246 Prediction and Explanation .......................250 Related Readings ...........................................254 Appendix A: DMA Market Rankings ........................255 Appendix B: Glossary ...........................................262 Bibliography and Additional Sources .......................287 Author Index .....................................................303 Subject Index .....................................................305
adam_txt	Contents in Brief Preface . .XV Open Letter to Students Using Ratings Analysis -Susan Whiting, Nielsen Media Research .xvii PART I: APPLICATIONS 1 An Introduction to Audience Research .1 2 Audience Research in Advertising .14 3 Audience Research in Programming .40 4 Audience Research in Financial Analysis .63 5 Audience Research in Social Policy. .80 PART II: RESEARCH DATA 6 The Audience Measurement Business .93 7 Audience Research Methods .112 8 Ratings Research Products. .143 PART III: ANALYTICAL TECHNIQUES 9 Understanding Audience Behavior .175 10 Audience Ratings: Analysis of Gross Measures .204 11 Audience Ratings: Analysis of Cumulative Measures .232 Appendix A: DMA Market Rankings .255 vii VÏÎi c-W-" CONTENTS IN BRIEF Appendix В: Glossary .262 Bibliography and Additional Sources .287 Author Index .303 Subject Index .305 Contents Preface .xv Open letter to students using Ratings Analysis -Susan D. Whiting, Nielsen Media Research .xvii PART I: APPLICATIONS 1 An Introduction to Audience Research .1 Types of Audience Research .1 Applied Versus Theoretical .1 Quantitative Versus Qualitative .3 Syndicated Versus Custom .4 Commercial Audience Research .8 The Characteristics of Commercial Research .9 Criticisms of Commercial Research .10 Ratings Research .11 Related Readings .13 2 Audience Research in Advertising .14 National Markets .16 Broadcast and Cable Networks .16 Syndication .21 Local Markets .24 Broadcast Stations .24 Cable Systems .26 Internet .27 IX CONTENTS Recent Developments in Advertising .29 Advertising Worldwide .29 New Communication Technologies .29 Research Questions .31 How Many People Are in the Audience? .31 How Often Do the Same People Show up in the Audience? .34 Who Are the Audience Members? .35 How Much Does It Cost to Reach the Audience? . 38 Related Readings .39 3 Audience Research in Programming .40 Radio Programming .41 Television Programming .44 Broadcast .44 Cable .48 The Internet .49 Research Questions .50 Did I Attract the Intended Audience? .50 How Loyal Is My Audience? .53 What Other Stations or Programs Does My Audience Use? .55 How Do Structural Factors Like Scheduling Affect Program Audience Formation? .57 When Will a Program's Costs Exceed Its Benefits?. .61 Related Readings .62 CONTENTS «■*<-- x¡ 4 Audience Research in Financial Analysis .63 Research Questions .65 How Effectively Does the Organization Compete for Market Revenues? .65 What Is the Value of a Programing Investment? . 67 What Is the Value of a Media Property? .73 What Determines the Value of an Audience? . 75 What Contribution Do Ratings Make to Revenues? .77 Related Readings .79 5 Audience Research in Social Policy .80 Government .81 Industry. .82 The Public .82 Research Questions .83 What Do the Media Do to People? .83 What Do People Want? .85 What are the Economic Implications of Various Policies? .87 Related Readings .90 PART II: RESEARCH DATA 6 The Audience Measurement Business .93 The Development of Audience Measurement .95 Telephone Interviews .95 xii «-w CONTENTS Personal Interviews ." Meters . 10° Diaries . 104 The Audience Measurement Business Today .106 Related Readings . Ш 7 Audience Research Methods .112 Sampling .112 Sample Designs .114 Sources of Error .117 Measurement .126 What Is Being Measured? .127 Measurement Techniques .129 Related Readings .142 8 Ratings Research Products .143 From Data to Saleable Commodity .144 Editing .144 Programs, Schedules, and Other Information . 146 Projections .147 Local Ratings .148 Television .148 Radio .156 National Ratings .159 Network .159 Syndication .165 The Internet .166 CONTENTS Customized Ratings Reports .169 Buying Ratings Data .171 Related Readings .172 PART III: ANALYTICAL TECHNIQUES 9 Understanding Audience Behavior .175 Exposure to Media .175 Gross Measures of the Audience .176 Cumulative Measures of the Audience .177 Comparing Gross and Cumulative Measurements .177 Common Theories of Media Choice .179 Working Theories of Program Choice. .180 Economic Models of Program Choice .182 Selective Exposure Theory .183 Uses and Gratifications Theory ;.184 Toward a Comprehensive Understanding of Audience Behavior .185 Audience Factors .185 Media Factors .191 An Integrated Model of Audience Behavior .197 The Model .199 Related Readings .203 10 Audience Ratings: Analysis of Gross Measures. 204 Gross Measures .205 Comparisons .213 Prediction and Explanation .226 xiv <rm^- CONTENTS Related Readings .231 11 Audience Ratings: Analysis of Cumulative Measures .232 Cumulative Measures .232 Comparisons .246 Prediction and Explanation .250 Related Readings .254 Appendix A: DMA Market Rankings .255 Appendix B: Glossary .262 Bibliography and Additional Sources .287 Author Index .303 Subject Index .305
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spelling	Webster, James G. Verfasser aut Ratings analysis the theory and practice of audience research James G. Webster ; Patricia F. Phalen ; Lawrence W. Lichty 3. ed. Mahwah, NJ [u.a.] Erlbaum [u.a.] 2006 XVIII, 317 S. graph. Darst., Kt. 24 cm txt rdacontent n rdamedia nc rdacarrier Lea's communication series Includes bibliographical references (p. 287-301) and indexes ; Hier auch später erschienene, unveränderte Nachdrucke Television programs Ratings Methodology Television viewers Radio programs Ratings Methodology Radio audiences Publikumsforschung (DE-588)4310038-7 gnd rswk-swf Fernsehen (DE-588)4016825-6 gnd rswk-swf Publikum (DE-588)4047764-2 gnd rswk-swf Fernsehen (DE-588)4016825-6 s Publikum (DE-588)4047764-2 s Publikumsforschung (DE-588)4310038-7 s DE-604 Phalen, Patricia F. Verfasser aut Lichty, Lawrence W. Verfasser aut http://www.loc.gov/catdir/enhancements/fy0623/2005040071-d.html Publisher description http://www.loc.gov/catdir/enhancements/fy0623/2005040071-t.html Table of contents Digitalisierung UB Bamberg application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014778829&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis
spellingShingle	Webster, James G. Phalen, Patricia F. Lichty, Lawrence W. Ratings analysis the theory and practice of audience research Television programs Ratings Methodology Television viewers Radio programs Ratings Methodology Radio audiences Publikumsforschung (DE-588)4310038-7 gnd Fernsehen (DE-588)4016825-6 gnd Publikum (DE-588)4047764-2 gnd
subject_GND	(DE-588)4310038-7 (DE-588)4016825-6 (DE-588)4047764-2
title	Ratings analysis the theory and practice of audience research
title_auth	Ratings analysis the theory and practice of audience research
title_exact_search	Ratings analysis the theory and practice of audience research
title_exact_search_txtP	Ratings analysis the theory and practice of audience research
title_full	Ratings analysis the theory and practice of audience research James G. Webster ; Patricia F. Phalen ; Lawrence W. Lichty
title_fullStr	Ratings analysis the theory and practice of audience research James G. Webster ; Patricia F. Phalen ; Lawrence W. Lichty
title_full_unstemmed	Ratings analysis the theory and practice of audience research James G. Webster ; Patricia F. Phalen ; Lawrence W. Lichty
title_short	Ratings analysis
title_sort	ratings analysis the theory and practice of audience research
title_sub	the theory and practice of audience research
topic	Television programs Ratings Methodology Television viewers Radio programs Ratings Methodology Radio audiences Publikumsforschung (DE-588)4310038-7 gnd Fernsehen (DE-588)4016825-6 gnd Publikum (DE-588)4047764-2 gnd
topic_facet	Television programs Ratings Methodology Television viewers Radio programs Ratings Methodology Radio audiences Publikumsforschung Fernsehen Publikum
url	http://www.loc.gov/catdir/enhancements/fy0623/2005040071-d.html http://www.loc.gov/catdir/enhancements/fy0623/2005040071-t.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=014778829&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
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