Media Metrics
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Media Metrics
An Introduction to Quantitative Research in Mass Communication

  • Manoj Dayal - Professor, Department of Communication Management & Technology, Faculty of Media Studies, Guru Jambheshwar University of Science & Technology, Hisar, Haryana
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April 2017 | 544 pages | SAGE Texts

The book is a comprehensive introduction to the application of statistical tools and techniques in media research. 

“Media metrics” is the use of statistics and mathematics in media research. This book largely explains scientific methods of data collection and analysis to achieve useful results from quantitative media data. It effectively describes the crucial relationship between key media forces such as print and electronic media, corporate communication and public relations, advertising, development communication, web and traditional media, and so on. It guides the readers to understanding the challenges of media measurement, its quantification, datafication and assessment, and helps in developing skills of media audience analysis.

Key Features 

· Pioneering introductory text on media metrics, a method of measuring media variables

· Clear and easy-to-understand explanation of descriptive and inferential media variables and their use

· Complete coverage with relevant examples from media studies

· Review exercises, and extensive list of references

· Ideal companion for students and researchers in the fields of mass communication, media studies, communication studies, and journalism

 
Foreword by Prof. Sanjeev Bhanawat
 
Foreword by Dr Tabitha Nyaboke Otieno
 
Preface
 
Acknowledgments
 
Media Metrics: A Conceptual Framework
 
Mathematics in Media Research
 
Data Processing and Analysis in Mass Communication
 
Measures of Central Tendency in Media Research
 
Measures of Dispersion in Media Studies
 
Measures of Asymmetry in Mass Communication
 
Measures of Relationship and Other Measures in Media Research
 
Parametric Testing of Hypothesis in Media Studies
 
Non-parametric Testing of Hypothesis in Mass Communication
 
Chi-square Test in Media Research
 
Analysis of Variance in Media Studies
 
Multivariate Analysis Techniques in Mass Communication
 
Report Writing in Quantitative Media Research
 
Computer Applications in Quantitative Media Studies
 
Glossary
 
Statistical Value Tables
 
Index
 
Answers to Questions and Problems

Supplements

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Manoj Dayal

The senior-most professor in mass communication at the Department of Communication Management & Technology, Faculty of Media Studies, Guru Jambheshwar University of Science & Technology, Hisar, Haryana, India, Manoj Dayal has been teaching media and communication research for more than 27 years (almost 13 years as a professor) and has the experience of working, pursuing, and guiding research for more than 30 years in different central and state universities of India. The founder head of the Department of Journalism and Mass Communication, University of Allahabad (1992–96), and the founder professor of... More About Author

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ISBN: 9789386062161