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Part Four: Research Applications

This section explores various research types and methodologies used in the print media, electronic media, advertising, public relations, and media effects. It covers topics such as readership research, ratings research, copy testing, internet research, and more.

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Part Four: Research Applications

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  1. Part Four: Research Applications

  2. Chapter 13: Research in the Print Media • Background • Types of Print Media Research • Readership Research • Reader Profiles • Lifestyle Segmentation Research • Item-Selection Studies • Reader-Nonreader Studies • Uses and Gratification Studies • Editor-Reader Comparisons

  3. Magazine Readership Research • Circulation Research • Newspaper Management Research • Typography and Makeup Research • Readability Research • Print Media Research and the Internet

  4. Chapter 14:Research in the Electronic Media • Background • Ratings Research Nielsen Media Research Arbitron Inc Controversy • Ratings Methodology

  5. Interpreting the Ratings • Ratings • Share • Cost Per Thousand • Related Ratings Concepts • Reading a Ratings Book • Adjusting for Unrepresentative Samples

  6. Non-ratings Research • Program Testing • Music Research • Call-Out Research • Programming Research and Consulting • Performer Q • Focus Groups • Miscellaneous Research

  7. Chapter 15:Research in Advertising • Copy Testing • The Cognitive Dimension • The Affective Dimension • The Conative Dimension • Copy Research and Validity • Media Research

  8. Audience Size and Composition • Frequency of Exposure in Media Schedules • Media Research by Private Firms • Measuring the Internet Audience • Measuring the Effectiveness of Internet Advertising

  9. Competitors’ Activities • Campaign Assessment Research • A Final Note on Advertising Research

  10. Chapter 16:Research in Public Relations • Types of Public Relations Research • Research in the Public Relations Process • Defining public relations problems • Environmental Monitoring Programs • Public Relations Audits • Communication Audits • Social Audits

  11. Planning Public Relations Programs • Implementing Public Relations Programs • Gatekeeping Research • Output Analysis

  12. Chapter 17:Research in Media Effects • Antisocial and Prosocial Effects of Media Content • History • Methods • The Experimental Method • The Survey Approach • Field Experiments • Panel Studies • Mata-Analysis • Theoretical Developments

  13. Uses and Gratifications • History • Methods • Theoretical Developments

  14. Agenda Setting by the Media • History • Methods • Measuring the Media Agenda • Measuring Public Agendas • Theoretical Developments

  15. Cultivation of Perceptions of Social Reality • History • Methods • Theoretical Developments

  16. Social Impact of the Internet • Audience Characteristics • Functions and Uses • Social Effects

  17. Chapter 18:Mass Media Research and the Internet • Brief History of the Internet • Research and the Internet-Background • Internet Data Collection Approaches • Frequently Asked Questions • Advantages of Internet Research • Disadvantages of Internet Research

  18. Practical and Ethical Considerations of Internet Research • The Future of Internet Research • Internet Research Companies

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