- Cover
- Half Title
- Title Page
- Copyright Page
- Dedication
- Table of Contents
- Preface
- Ratings Analysis: Audience Measurement and Analytics
- 1 An Introduction to Audience Research
- PART I: AUDIENCE MEASUREMENT
- PART II: AUDIENCE ANALYTICS
- PART III: APPLICATIONS
- 7 Audience Research in Advertising
- 8 Audience Research in Programming
- 9 Audience Research in Financial Analysis
- 10 Audience Research in Social Policy
- Appendix A: DMA Market Rankings
- Glossary
- Bibliography and Additional Sources
- Author Index
- Subject Index
RATINGS ANALYSIS: AUDIENCE MEASUREMENT AND ANALYTICS
FOURTH EDITION
James G. Webster, Patricia F. Phalen, and Lawrence W. Lichty
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