Ratings Analysis: Theory and Practice (Communication Textbook Series)

Webster, James, Webster, James, Phalen, Patricia F., Lichty,

ISBN 10: 0805802398 / ISBN 13: 9780805802399

Published by Routledge, 1991

About this Item

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Seller Inventory # ERICA82908058023983

Bibliographic Details

• Title: Ratings Analysis: Theory and Practice (Communication Textbook Series)
• Publisher: Routledge
• Publication Date: 1991
• Language: English
• ISBN 10: 0805802398
• ISBN 13: 9780805802399
• Binding: Hardcover
• Condition: Good
• Book Type: book

About this title

Synopsis

When one hears or reads the term "ratings," one often thinks of television or radio programs competing for an audience. However, the picture is much larger than that. People working in advertising and the electronic media are well aware of the significance of ratings data. Students considering careers in media such as broadcasting and journalism are compelled to study the process and results of audience ratings. However, in Ratings Analysis: Theory and Practice, Webster and Lichty exemplify the many ways in which ratings can be vital to other vocations, such as social scientists interested in mass communication and media policymakers. The book not only covers the many applications of ratings data, but also delves into the means by which the data are collected, and finally, how the data should be analyzed. The authors have made an effort to keep the language understandable for a large range of potential readers.