RESSOURCE / RESOURCE - RESOURCE / BIBLIOGRAPHY

RESSOURCE / RESOURCE - RESOURCE / BIBLIOGRAPHY



Auteur / Author : MYTTON, Graham ONLINE
Titre / Title : Handbook on Radio and Television Audience Research
Collection / Series : 2nd ed.
Editeur / Publisher : BBC World Service Training Trust; Unesco; Unicef EN
Année / Year : 2007   Nbr. Pages :      246 pages / 1.103 Kb     Taille / Size

URL : http://www.cba.org.uk/audience_research/index.php

Evaluation / Book review.
Mytton, from 1982 to 1998 head of the audience research for the BBC World Service, has accumulated a lot of experience in the developing world. This handbook is the result not only of his fieldwork, but also of his activities as trainer and consultant. It is a substantially revised and updated version of an earlier book published in 1993 by UNESCO and UNICEF. The manual gives detailed insight in audience measurement or quantitative research, especially in sampling and desogning the questionnaire. But qualitative research, data analysis and the follow-up ("how research is used... understanding audiences... strategic research") are handled as well. The author successfully combines the discussion of methods and cientific background with concrete examples in developing countries. Why is it important to train the interviewers? How to avoid mistakes by translating the questionnaires in indigenous languages? How to organize focus gropus? How to interpret ratings? This handbook, indeed, is a mine of knowledge and experience. It's a must for anybody who needs to know more about his audience and to reflect on his own research practice. But Mytton reminds: "Research by itself neither achieves or improves anything. It is the intelligent use of data from research, combined with other relevant information and the creativity of the programme makers that have impact" (p.148).


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