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Media Audience Research

Media Audience Research
A Guide for Professionals

Third Edition
  • Graham Mytton - Independent media research consultant and trainer, Dorking, United Kingdom
  • Peter Diem - Independent media research consultant, Vienna, Austria
  • Piet Hein van Dam - Independent research consultant, Amsterdam, Netherlands.

January 2016 | 300 pages | SAGE India

The only comprehensive training book on conducting research into all forms of media

This book outlines all the methods for conducting research—both active and passive as well as quantitative and qualitative—in all forms of media, including new media such as the Internet, mobile phones and social media. It explains the ways in which media audiences are measured, understood and taken into account in media planning, advertising sales and social development campaigns. It shows how datasets are analysed and used. The statistical theories behind good quantitative research are explained in simple and accessible language.

The book is intended for both media research scholars and practitioners.

History of Media Research
Quantitative Research: Audience Measurement—General Theory and The Basics
Audience and Media Measurement Research Methods in use Today
Quantitative Online Research
Internet Audience Measurement: Passive Methods and Technologies
Qualitative Research
Audience Opinion and Reaction
Desk Research
Data Analysis
Adapting Media Research to Different Cultures

The book by Mytton, Diem and van Dam is a description of the contemporary methods of audience research available to media research scholars and practitioners. The book covers both quantitative (survey design) and qualitative (focus group) methods of media research…the book provides a valuable reference for practitioners and research scholars in this field.

Volume 21 (Issue 1), March 2017

Graham Mytton

Graham Mytton is an independent media research consultant and trainer based in Dorking, UK. He began his media research career in Tanzania as a student in 1967. He carried out extensive audience research for his doctoral thesis on the role of mass media in nation building in that country before moving to Zambia in 1970, where he conducted audience research for the national broadcaster. From 1973 to 1976, he worked as a reporter, presenter and producer in the African section of the BBC World Service working on programmes such as Focus on Africa and a weekly documentary. He also worked on current affairs programmes on BBC Radio 4, a UK... More About Author

Peter Diem

Peter Diem is an independent media research consultant. He is also the Editor-in-chief of the Austrian Internet Encyclopedia ‘Austria-Forum’ ( He studied Law and Political Science in Austria and in the USA. In 1964, he became a consultant to the Conservative Party of Austria as an adviser on market research. After a short period in book market research (1977–1978), he started to build up TV and Radio Research for ORF, the public service network of Austria. He was Head of the Audience Research Department of ORF until 1999. For three years, he held the position of chairman of GEAR, the Group of European Audience... More About Author

Piet Hein van Dam

Piet Hein van Dam is an independent media consultant, helping data- and technology-driven start-up companies to grow and make it to the next phase. From seed to seasoned. With a PhD in nonlinear dynamics, Piet Hein evolved to business developer type CEO. He spent more than 10 years at Unilever and KPMG Consulting in international business development functions. In 2005, he became the managing director of Motivaction International, a Dutch market research company. In 2011 he joined internet start-up Wakoopa as CEO. This passive metering company grew exponentially and joined Netquest in 2014, where Piet Hein took on a new function as Chief... More About Author

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ISBN: 9789351506430

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