Abstract:
Going beyond "nose-counts", which was the predominant; mode of assigning numerical "valuesâ to TV programmes until how, "values" serving as corner-stones of decisions with much wider repercussions, we rather have to search beyond numbers, for meanings and nuances not delivered by numbers, towards the core characteristics of communication itself. The further development, and refinement of degrees of preference, of appreciation scales and other variables with a qualitative input, point towards and are concerned upon the individual; related to his possibilities of choice, his needs and the enjoyment he derives from "reading" and "digesting" media content, in a variety of contexts. Such viewpoints are crucial for an increased understanding of the reasons inherent in programme appreciation, for an increased understanding of the zapping effect and the ways with which programme "neighbourhoods" are "received" by the individual viewer. In our years, the spread of the available media options, in an increasingly competitive environment, calls for the necessity of the taxonomic approach: the extension of programme typology, and the introduction of a common European programme taxonomy, in view of the pan-European harmonization of TV audience research.
This could also be of interest:
Research Papers
A better understanding of quantitative results by using qualitative methods
Catalogue: Seminar 1986: Qualitative Methods Of Research
Author: Robert Petrescu
 
June 15, 1986
Research Papers
Creativity in quantitative research
Catalogue: ESOMAR Congress 1989
Author: Elisabeth Noelle-Neumann
Company: Institut für Demoskopie Allensbach GmbH
September 1, 1989
