Audience Research
Handbook on Radio and Television Audience Research
by Graham Mytton
This handbook was published by UNICEF and UNESCO in 1999, and is a useful guide to the principles and practice of audience research.
You may download the enire handbook or individual sections, as listed below. Please note that some of the downloads are very large. Page quantities and file sizes are show next to the link.
The handbook, section by section
Section 1 - Contents and Preface
(105KB, 9 pages, pdf)- Section 2 - Introduction and History
(53KB, 11 pages, pdf) - Section 3 - Audience Measurement or Quantitative Research
(337KB, 87 pages, pdf) - Section 4 - Audience Opinion and Reaction
(76KB, 16 pages, pdf) - Section 5 - Qualitative Research
(100KB, 23 pages, pdf) - Section 6 - Desk Research
(17KB, 2 pages, pdf) - Section 7 - Communication from the Audience
(20KB, 3 pages, pdf) - Section 8 - Research to Improve and Test Effectiveness
(64KB, 14 pages, pdf) - Section 9 - Data Analysis
(95KB, 20 pages, pdf) - Section 10 - Readership Research
(24KB, 3 pages, pdf) - Section 11 - Adapting Audience Research to Different Cultures
(24KB, 4 pages, pdf) - Section 12 - How Research is Used
(79KB, 17 pages, pdf) - Appendices and Bibliography
(370KB, 35 pages, pdf)
Download the complete handbook (1MB, 246 pages, pdf)
For more information about audience research, you can visit Audience Dialogue here.
