Media metrics : an introduction to quantitative research in mass communication

著者

    • Dayal, Manoj

書誌事項

Media metrics : an introduction to quantitative research in mass communication

Manoj Dayal

（Sage texts）

SAGE, 2017

  • : pbk

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注記

Includes bibliographical references and index

内容説明・目次

内容説明

The book is a comprehensive #strong/strong#ntroduction to the application of statistical tools and techniques in media research. "Media metrics" is the use of statistics and mathematics in media research. This book largely explains scientific methods of data collection and analysis to achieve useful results from quantitative media data. It effectively describes the crucial relationship between key media forces such as print and electronic media, corporate communication and public relations, advertising, development communication, web and traditional media, and so on. It guides the readers to understanding the challenges of media measurement, its quantification, datafication and assessment, and helps in developing skills of media audience analysis. Key Features * Pioneering introductory text on media metrics, a method of measuring media variables * Clear and easy-to-understand explanation of descriptive and inferential media variables and their use * Complete coverage with relevant examples from media studies * Review exercises, and extensive list of references * Ideal companion for students and researchers in the fields of mass communication, media studies, communication studies, and journalism

目次

Foreword by Prof. Sanjeev Bhanawat Foreword by Dr Tabitha Nyaboke Otieno Preface Acknowledgments Media Metrics: A Conceptual Framework Mathematics in Media Research Data Processing and Analysis in Mass Communication Measures of Central Tendency in Media Research Measures of Dispersion in Media Studies Measures of Asymmetry in Mass Communication Measures of Relationship and Other Measures in Media Research Parametric Testing of Hypothesis in Media Studies Non-parametric Testing of Hypothesis in Mass Communication Chi-square Test in Media Research Analysis of Variance in Media Studies Multivariate Analysis Techniques in Mass Communication Report Writing in Quantitative Media Research Computer Applications in Quantitative Media Studies Glossary Statistical Value Tables Index Answers to Questions and Problems

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