Table of Contents

PART I: THE BUSINESS OF AUDIENCE MEASUREMENT

1 An Introduction to Audience Research

2 Audience Measurement

3 Audience Measurement Methods

PART II: AUDIENCE ANALYTICS

4 Understanding Audience Behavior

5 Analysis of Gross Measures

6 Analysis of Cumulative Measures

PART III: APPLICATIONS

7 Audience Research in Advertising

8 Audience Research in Programming

9 Audience Research in Financial Analysis

10 Audience Research in Social Policy

About the Author

James G. Webster is professor of communication studies at Northwestern University.

Patricia F. Phalen is associate professor of media and public affairs at George Washington University.

Lawrence W. Lichty is professor emeritus of media at Northwestern University