Abstract:
To the outside observer, audience research appears essentially as the production of a set of 'objective' results on audience size, reactions or attitudes. It is tempting to feel that, because such results are often provided in the context of broadcasting decisions, audience research is actually having a direct effect on such decisions. The authors argue that this is not the case, and that audience research cannot make a real contribution to broadcasting decisions if it does not understand the broadcasters' 'culture' and the thinking process behind the making of programmes. In that respect the researcherâs relation to the broadcasters must parallel the relation of the broadcasters to the listeners: in both cases, a balance needs to be achieved between professional integrity and the needs of the 'client'.
This could also be of interest:
Research Papers
The ARF audit of procedures for media audience research studies
Catalogue: ARF Guidelines Handbook
Author: ARF (Advertising Research Foundation) B.V.
 
January 1, 1990
Research Reports
Towards global guidelines for television audience measurement
Catalogue: ESOMAR Codes And Guidelines
Author: Audience Research Methods (ARM) Group
 
September 1, 1999
Research Papers
The ARF audit of procedures for media audience research studies
Catalogue: ARF Guidelines Handbook
Author: ARF (Advertising Research Foundation) B.V.
 
January 1, 1990
