COMM 511 - Audience Research and Analytics

(3)

FA, SP. Audience research is significant for media organizations to find target consumers and formulate their communication strategies. This course intends to provide useful knowledge of audience research. It covers the current audience research methodologies and theories, the ratings industry and analysis processes. The major subjects of this course include sampling methods, data collection methods, quantitative methods, qualitative methods, the theories of audience behaviors, gross measures, cumulative measures, online audience research, and global audiences.