Research In A World Of Expanding Media Options: Chicken Or Egg?
AbstractRather than making the simplistic assumption that research is always passive and merely adapts to change, the reality of media research today is that there is an extreme interdependency between media and research. To illustrate this, I will talk about four different media environments and the evolution of research within those environments. These environments are: the domestic print market, the international print market, the domestic television market, and, finally, the domestic measurement of the World Wide Web.The conclusion is that if our industry, and we ourselves as researchers, constantly think of research as adapting, we will miss the opportunity to guide our industry away from evolutionary deadends. If, on the other hand, we think of our industry as a complex system, where nothing comes first, there is the opportunity for the development of radically different and potentially efficient marketing systems in the future.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by Cambridge University Press in its journal Journal of Advertising Research.
Volume (Year): 36 (1996)
Issue (Month): 01 (January)
Contact details of provider:
Postal: The Edinburgh Building, Shaftesbury Road, Cambridge CB2 2RU UK
Fax: +44 (0)1223 325150
Web page: http://journals.cambridge.org/jid_JARProvider-Email:firstname.lastname@example.org
You can help add them by filling out this form.
CitEc Project, subscribe to its RSS feed for this item.
- Etienne, Jean-François, 2009. "Formation de l’audience et comportement du consommateur : le cas de la presse sportive périodique," Economics Thesis from University Paris Dauphine, Paris Dauphine University, number 123456789/4389 edited by Mariet, François, October.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Keith Waters).
If references are entirely missing, you can add them using this form.