Troubleshooting Audience Research

McDowell, Walter

ISBN 10: 0893242896 / ISBN 13: 9780893242893

Published by National Association of Broadcasters, 2000

About this Item

Shows some signs of wear, and may have some markings on the inside. Bookseller Inventory # GRP88887902

Bibliographic Details

Title: Troubleshooting Audience Research

Publisher: National Association of Broadcasters

Publication Date: 2000

Book Condition:Good

About this title

Synopsis:

From ratings analysis and sales projections to news anchor evaluations and music preference studies, most important media management decisions today involve an element of audience research. The problem is that much of this research is seriously flawed and with bad data come bad decisions. Rather than a "how to" book, Troubleshooting Audience Research is more of a "What to look out for" primer intended for the busy broadcast executive who must cope regularly with audience research. Each section addresses how to recognize and remedy problems in the design, execution and interpretation of typical audience research.