Know your audience : a practical guide to media research / Dennis List.

Previous ed.: 2002.

Includes bibliographical references (pages 293-296) and index.

Pt. I. Survey methods. 1. Planning for research. What is media research?. Research as feedback. Reasons for research. The topics of research. Planning a research project. How large is an audience?. Which is the best research method?. Who should do the research?. Doing your own research. Writing a research brief. A plan for research -- 2. Designing a sample. Populations. Sampling frames. Samples. Random sampling. Choosing a sample size. Nonrandom sampling. Choosing the sampling unit. Sampling frames. Sampling from a population list. Choosing the place of interview. Sampling inside clusters. Respondents per household. Choosing respondents in households. Sampling people in public places. Checklist of sampling decision -- 3. Writing questionnaires. Planning a questionnaire. Revising questionnaires. Question formats. Content of questions. Question wording. Wording of attitude questions. Questions for audiences. Format of questionnaires. Questionnaire layout. Pre-testing questionnaires. An example questionnaire -- 4. Interviewing your audience. Fieldwork. Fieldwork locations and types. Preparation and training. Finding respondents. Interview logs. Persuading reluctant respondents. Interviewing. Probing. Filling in questionnaires. Verification. Debriefing -- 5. Analysing survey data. Preparation. Checking and editing. Data entry. Initial checking of data files. Analysing one variable at a time. Simple statistics. Analysing two variables together. Interpreting survey results. Typicality. Analysing surveys by hand. A plan for survey analysis -- 6. Reporting the findings. Consider the audience. How should a report be presented?. Layout for written reports. Words, numbers, or graphs. Presenting data in graphs. Information about the survey --

Pt. II. Other research methods. Introduction -- 7. Telephone surveys. Sampling telephone numbers. Telephone interviewing methods -- 8. Mail surveys. When to do a mail survey. Designing questionnaires. Example of a mail questionnaire. Identifying respondents. Try to get a high response rate. The covering letter. Sending questionnaires out. Reminder letters. Processing the questionnaires. Mail panels. Fax surveys -- 9. Visitor surveys. Performances. Exhibitions. Venue surveys -- 10. Internet audience research. Possibilities of internet research. Internet jargon. Types of internet research. Internet audience measurement. Online surveys. Evaluating web sites. Qualitative internet research -- 11. Observation. Formal observation. Informal observation. Ethical issues -- 12. Qualitative interviewing. Preparation. Interview guides. Introductions. Interviewing techniques. Recording qualitative interviews. Interview summary form. Content analysis. Computer analysis. Keep yourself honest -- 13. Group discussions. Focus groups. Consensus groups. Choose sampling points. Organize a venue. Make a screening questionnaire. Find participants. The group meets. First stage : Introduction. Second stage : Discussion. Third stage : Consensus. Summarize the results -- 14. Response techniques. Encouraging audience contact. Audience panels. Tracking audience contact. Using audience response records. Advantages and disadvantages -- 15. Co-discovery conferences. When to hold a conference. Planning a conference. Conference procedures. A typical program. Follow-up -- 16. Content analysis. What is content? Selecting content for analysis. Units of content. Preparing content for coding. Coding content. Examples of content analysis. Counting and weighting. Coming to conclusions -- 17. Using audience research. How decisions are made. Conditions for usable research. Roles of researchers and sponsors. Using different types of findings. How not to use research findings. How to use research well.

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