Media Audience Research - A Guide for Professionals (3rd Edition)

Media has expanded beyond reckoning in recent times, in both its scope and its reach. The behaviour of the audience of any media provides valuable information to professionals about what advertisements are being viewed and talked about, which is the prime time when a medium attracts maximum footfall, or how to position and present a communication for maximum impact. The digitization of media and audience response, in the form of blogs, tweets, comments, likes, and even clicks, have deluged advertisers with audience data. This data needs to be tabulated and analyzed to be understood and used for decision making. However, traditional data analysis techniques often fall short in this respect - since they do not capture the qualitative nuances of the data.