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Ratings Analysis, 4th Edition by Lawrence Lichty, Patricia Phalen, James Webster

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CHAPTER 2

The Audience Measurement Business

Ratings data are used in advertising, programming, financial analysis, and policy making. These activities have enormous economic and social consequences. But where do the data come from? Who decides what to measure and report? What determines the quality and availability of that information? One answer has to do with the research methods that are used to produce the data, a topic we discuss at length in the next chapter. But there are other considerations as well. Audience measurement is a business. Sometimes it is done as a nonprofit activity, but often the firms involved are intent on making money. Either way, they must be responsive to their clients, while operating within a budget. They are also ...

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