Media measurement research: methods and application

author: Chen Zhe, Du Jian, Miao Qihao

price:RMB 28.00

isbn:7-5439-2840-X

Publiation:

introduction:

THROUGH the application and development of the analytical method in library and information science, and based on the advanced information technology and media electronic resources, this books establishes the system tools and method for media measurement, and analyzes the general response of newspapers to public images on special topics, with the method combining quantitative and qualitative determination. It also provides an information tool for administrators to measure the public opinion, promptly discover public problems and improve the ability to manage public images.
Another major feature of this book is that the authors were using the tools of media measurement when doing this project research, so their research result and experience have been used in practice. It also provides an introduction to the success cases of media measurement used by government administrators and commercial services.
This book is the result of a Shanghai Philosophical and Social Sciences Planning Project in 2004 (No. 2004BTQ002). Its analysis aims at wide audiences, the period analyzed is extensive, and the analytical result is rather objective. The research on public images in mass media can make up for the insufficiency of practical research in the field of information science, media research and public relations. It is also a development and innovation of the media analytical method in the new environment of information resources and technology. This project has skillfully used Internet search, online database technology and data discovery techniques on media analysis, and has reached the forward position in the related research field.

（2006-9-18）