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Instrumente und Messgrößen der Publikumsforschung

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  • Sattler, Britta
  • Hoffmann, Melanie
  • Keller, Andrea
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    Abstract

    Publikumsforschung erfährt aufgrund der immer stärkeren Zersplitterung der Rundfunklandschaft und der wachsenden Vielfalt des medialen Angebots eine zunehmende Bedeutung. Für die repräsentative Beschreibung der Rezipienten und die Ableitung konkreter zielentsprechender Handlungsempfehlungen ist es für die Interessengruppen der Publikumsforschung sinnvoll, die wesentlichen Kenngrößen und Erhebungsmethoden zu kennen und einzuschätzen. - Diese Arbeit liefert einen Überblick über die wichtigsten qualitativen und quantitativen Instrumente, die im Rahmen der Publikumsforschung zum Einsatz kommen können. Darüber hinaus werden diese Instrumente und die mit ihrer Hilfe gewonnenen Messgrößen einer kritischen Bewertung unterzogen, deren Schwerpunkt auf der Einschätzung der Zweckmäßigkeit und Repräsentativität liegt. --

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    Bibliographic Info

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    This book is provided by Technische Universität Ilmenau, Institut für Betriebswirtschaftslehre in its series Ilmenauer Schriften zur Betriebswirtschaftslehre with number 62007 and published in 2007.

    Volume: 6/2007
    Handle: RePEc:zbw:tuisbw:62007

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    Phone: (0049) (0)3677 69 4001
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    Web page: http://www.tu-ilmenau.de/bw/
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