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Ratings Analysis: The Theory And Practice Of Audience Research (Leas Communication Series) (Routledge Communication Series) (9780805854107): James Webster, Patricia F. Phalen, Lawrence W Lichty, Lawrence W. Lichty: Books. Ratings Analysis is the most comprehensive and complete book in the marketplace on the many forms and uses of audience research and analysis. Effectively bridging the gulf between the theory and practice of audience analysis, this volume brings both to light.—Jack WakshlagChief Research Officer, Turner Broadcasting System, Inc.Ratings Analysis succeeds because it is a reference for all media practitioners–not just researchers. The authors elegantly balance practical insight with theoretical construct in an easy-to-read volume that essentially demystifies “research”. There is no better source for understanding how audience analysis drives the numerous facets of the media business. Ratings Analysis has been my desk reference volume since the First Edition and required reading for all incoming research analysts in my department.—Stacey Lynn KoernerExecutive Vice President, Director Global Research Integration, InitiativeFrom her Open Letter to Students in this volume:Ratings Analysis could well have as its subtitle 'How to Succeed in the Media Business,' for there is little doubt that wherever your career goals in media lead, understanding the role of audience research will be essential.—Susan D. WhitingPresident and Chief Executive Officer, Nielsen Media ResearchThe third edition of Rating Analysis unquestionably remains the principal tool for learning about audience measurement in the media business... While retaining the extraordinary lucidity of explanation that has always characterized the book, the authors also bring out the ambiguities, subtleties, and uncertainties of measuring new media audiences... Teachers will be happy to find that this edition retains the very useful Q&A technique in the beginning chapters so readers cannot help but see many real-world applications of audience measurement. This book will continue to be the dominant text in the media audience ratings field.—Susan Tyler EastmanProfessor Emerita Indiana UniversityAt a time when major audience-research controversies are swirling across electronic media, Ratings Analysis provides expert, historically-grounded descriptions of industry techniques that are crucial for students and professors who want to participate knowledgeably in the debates.—Joseph TurowProfessor, Annenberg School for Communication, University of Pennsylvania
Shipping Weight: 2 pounds
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