The expression “audience research” usually refers to the empirical study of media consumption that can be done to serve different purposes.When audience research is conducted to estimate how many members of a target population are viewers or listeners of a TV or radio program or, more generally, the number of users of a media service or product, it relies on the strategies and tools of quantitative social research.Audience research can also be done for quite different purposes, such as to understand how people usemedia in everyday life, to study social and psychological processes ofmedia selection, to understand what kinds of gratification people get frommedia consumption, and so on. Qualitative approaches and tools characterize this kind of audience research fromamethodological point of view.

Audience Research / Martire, Fabrizio. - ELETTRONICO. - (2017). [10.1002/9781118430873.est0021].

Audience Research

Fabrizio Martire
2017

Abstract

The expression “audience research” usually refers to the empirical study of media consumption that can be done to serve different purposes.When audience research is conducted to estimate how many members of a target population are viewers or listeners of a TV or radio program or, more generally, the number of users of a media service or product, it relies on the strategies and tools of quantitative social research.Audience research can also be done for quite different purposes, such as to understand how people usemedia in everyday life, to study social and psychological processes ofmedia selection, to understand what kinds of gratification people get frommedia consumption, and so on. Qualitative approaches and tools characterize this kind of audience research fromamethodological point of view.
2017
The Wiley-Blackwell Encyclopedia of Social Theory
9781118430873
media consumption; new media; uses and gratification theory
02 Pubblicazione su volume::02d Voce di Enciclopedia/Dizionario
Audience Research / Martire, Fabrizio. - ELETTRONICO. - (2017). [10.1002/9781118430873.est0021].
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Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11573/1014917
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