South Asian Journal of Management

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Media Audience Research:A Guide for Professionals


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1 Centre for Management Studies, Madan Mohan Malaviya University of Technology, Gorakhpur, Uttar Pradesh, India
     

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The book “Media Audience Research: A Guide for Professionals” is highly relevant in today’s modern era of media that uses to good effect the Internet, mobile phones and social media websites. The book provides discussions on both quantitative and qualitative methods of media audience assessment, including audience measurement, advertising and sales, media planning, and social campaigns. The language is lucid and the reader can easily understand how different datasets can be analyzed and used in the media context.
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  • Media Audience Research:A Guide for Professionals

Abstract Views: 188  |  PDF Views: 0

Authors

Vinay Kumar Yadav
Centre for Management Studies, Madan Mohan Malaviya University of Technology, Gorakhpur, Uttar Pradesh, India

Abstract


The book “Media Audience Research: A Guide for Professionals” is highly relevant in today’s modern era of media that uses to good effect the Internet, mobile phones and social media websites. The book provides discussions on both quantitative and qualitative methods of media audience assessment, including audience measurement, advertising and sales, media planning, and social campaigns. The language is lucid and the reader can easily understand how different datasets can be analyzed and used in the media context.