Analysis of Gross Measures
As we noted in chapter 1, for many people who deal with electronic media, “audience research” means nothing more than “ratings research.” While that view is certainly not held by everyone in the business, it is true that no other form of audience measurement so dominates the industry. For this reason, our focus in the next two chapters is on the analysis and interpretation of ratings information.
Once audience data are collected, edited, and reported, it is up to the analyst to interpret their meaning. Fortunately, there is no need to reinvent the wheel every time you are tasked with analyzing this kind of audience data; researchers in the media industries and in academia have already developed many useful ...
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