Ratings Analysis: Theory and Practice(Routledge Communication Series)

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 audiences 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.

Table of Contents:
Contents: Preface. Part I: Applications. An Introduction to Audience Research. Audience Research in Advertising. Audience Research in Programming. Audience Research in Financial Analysis. Audience Research in Social Policy. Part II: Research Data. The Audience Measurement Business. Audience Research Methods. Ratings Research Products. Part III: Analytical Techniques. Understanding Audience Behavior. Audience Ratings: Analysis of Gross Measures. Audience Ratings: Analysis of Cumulative Measures. Appendix A: DMA Market Rankings. Appendix B: Glossary.

Review :
"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 Wakshlag Chief 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 Koerner Executive Vice President, Director Global Research Integration, Initiative From 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. Whiting President and Chief Executive Officer, Nielsen Media Research "The 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 Eastman Professor Emerita Indiana University "At 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 Turow Professor, Annenberg School for Communication, University of Pennsylvania