Research in the Print Media知识讲稿.pptVIP

Research in the Print Media Jour 2009 Background Magazines and newspapers were two of the first subjects of mass media research. Much of the early print media research was qualitative. However, quantitative research dominates the current print media research.背景 杂志和报纸的第一个主题是两个大众传媒研究。 许多早期的印刷媒体研究是定性的。然而,定量研究主导当前印刷媒体研究 Types of print media research 1. readership 2. circulation 3. management 4. typography/makeup 5. readability类型的打印媒体研究 1。读者 2。循环 3。管理 4。排版/化妆品 5。可读性 Readership * Reader profiles－demographic variables; * Psychographic studies － attitudinal questions; * Lifestyle segmentation － cluster analysis * Item-selection studies * Tracking study 读者 *读者概要人口统计学变量; *心理研究——态度 问题; *生活方式细分-集群 分析 *项选择研究 *跟踪研究 Readership * Reader-Nonreader studies How to define and operationalize the concept “nonreader”?读者 *读者无法阅读的人的研究 如何定义和实施了吗 概念”无法阅读的人”? Questions that measure nonreader: 1. Do you generally read a newspaper? 2. Have you read a newspaper yesterday or today? 3. How often do you read a daily paper? Very often Often Sometimes Seldom Never 4. Have you read a newspaper today or yesterday? 测量的问题,无法阅读的人: 1。你通常看报纸吗? 2。你读过报纸昨日或吗 今天好吗? 3。你多久看一份日报? 经常经常有时 很少从未 4。你读过报纸今天或昨天? Why not read NP? depressing news, cost, lack of interest, inability to spend sufficient time at home, low motivation to use the NP to help them understand what’s going on and to keep up with current events.为什么不读NP ? 令人沮丧的消息、成本、缺乏兴趣,无法花足够的时间在家里,低动机使用NP来帮助他们理解发生了什么和了解时事。 Uses and gratifications studies Magazine readership research * fragmentation of the mag readers * online panel利用与满足研究 杂志读者研究 *碎片的杂志的读者 *在线面板 Typography and makeup research * Large illustrations attract more readers than small ones; * Unusually shaped pictures irritate readers; * A small amount of text and a large picture on the opening pages of an article increase readership; * Readers do not like to read ty