"This chapter gives an overview of the theory and practices associated with questionnaire surveys as a quantitative methodology, with specific reference to the ways in which surveys are used in media research. An application of how questionnaire surveys are used in audience research is illustrated b ... y a case study." (Page 422) more

"This chapter is about some of the practices of audience research and, in particular, the methodologies and techniques employed in measuring the audiences of different broadcasting, print and outdoor media, the cinema as well as new media such as the internet. It also gives attention to audience mea ... surement in South Africa and gives a glimpse of some of the problems associated with, and criticism on, audience measurement. The relevance of audience measurement for academic researchers is illustrated by means of a case study." (Page 516) more