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Manuel de Recherche sur l'Audience a la Radio et la Television
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Manuel de Recherche sur l'Audience a la Radio et la Television (Paperback)

£35.00
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Synopsis

This book is a translation into French of A IIandbook on Radio and Television Audience Research, written also by Graham Mytton and published by the same publishers in 1999 - ISBN 9280633937 The book has become a standard reference and training manual for TV and radio audience research in many parts of the world. It covers all the major methods in use today, both quantitative and qualitative. It looks at audience research for all kinds of broadcasting - for commercial, public service and educational uses. This manual is a substantially revised and updated version of an earlier book by me published in 1993 by UNESCO and UNICEF, A Handbook on Television and Radio Audience Research. The purpose of that book was to provide an outline of how radio and television audience research is done, how it is used and what its purposes are. In that book I attempted to show readers how to go about doing audience research, but also to show those involved in broadcasting, who might never actually do research themselves, how to understand research so that they may be better able to use it in their work. There were several reasons for this revision.

First, broadcasting is changing very fast and there was much in the old book that was simply out of date. Second, research is changing. New methods of audience measurement are being developed. Advances in other areas need to be reflected. Third, I have had the chance over the past five years to use the book in training broadcasters, researchers and communicators as well as college and university students taking broader communications studies courses. I have learned a lot from them both about what was missing and also what needed further elaboration or explanation. I have included new sections on aspects of audience research that were previously omitted. I have used new examples of audience research questionnaires and have included up to date audience and media data from a number of countries. Fourth, while this manual remains focused mainly on radio and television, I have, where appropriate, included references to research into other communication channels, including press and other media. Many of the methods described are used in other kinds of social and market research. The original idea for this book came in 1990 from Morton Gierseng of UNICEF when he worked for UNESCO.

He and others had noted the lack of suitable published works on audience research and how to do it. Most of what existed fell into two broad categories. First there were the mostly empirical studies done mainly in the developed world. Much of this work is dominated by the demands of advertisers. There was also a fair amount of material about research in the non-commercial public service sector. This was also mostly from the richer industrialised countries. Second there was a large and growing body of mostly theoretical and critical studies produced by academic scholars. A lot of this is very far removed from the practical day-to-day problems and issues facing radio and television broadcasters and others who use these and other modern communications media. There is a growing interest in audience research in developing countries. It is being seen less as an expensive luxury and more as an essential tool in developing better broadcasting and better-targeted advertising and advocacy. With the rapid changes in communications technology, the growth of deregulation and the changes in consumer behaviour, audience and other forms of market research become ever more vital.

There is also a growing interest in using the techniques of market research in improving the effectiveness of development activity. This book, like the first edition, is intended to be relevant to all situations, covering as it does all appropriate methods and techniques. There is, however, a deliberate emphasis on the needs of less developed media markets. The first edition of this book has been used in training courses and workshops run by UNICEF, the Commonwealth Broadcasting Association, the European Broadcasting Union and others. I have been involved in many of these. This has enabled me to note areas in the book that need expansion or improvement. The first edition has been translated into several languages including Vietnamese, Lao, Russian and Chinese. It is hoped that this edition may also soon appear in other languages. It has also been used in post-graduate University teaching. I hope that this new edition will, like the last, be of use not only to broadcasters, advertisers and development officials who seek to use the media more effectively and efficiently but also to academic bodies interested in knowing how research is done in the broadcasting industry.

The book contains several practical training exercises for the student.

Philosophy, Psychology & Social SciencesMedia Studies Publisher: UNICEF South Asia Publication Date: 01/12/2000 ISBN-13: 9789280635799  Details: Type: Paperback Format: Books
Availability: To Order. Estimated despatch in 1-3 weeks.  

Graham Mytton worked at the BBC, mainly in the World Service between 1964 and 1998 at various jobs, including production, reporting and editing. For the last fourteen years before leaving he was first in charge of audience research and then marketing. He now works as an independent consultant and trainer in audience and market research. He runs regular training courses and seminars in audience and market research, most recently in the Philippines, Uzbekistan, Jordan, Nepal, Rwanda, Botswana, Zimbabwe, Egypt, Cyprus, Macedonia and Bosnia. He has recently been involved in audience, opinion and market research in Tanzania and Zambia. He is presently devising cost-effective means of measuring or evaluating the effectiveness of health and similar development messages through different media. He has also written several books and articles on mass media in Africa.

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