Troubleshooting Audience Research

From ratings analysis and sales projections to news anchor evaluations and music preference studies, most important media management decisions today involve an element of audience research. The problem is that much of this research is seriously flawed and with bad data come bad decisions. Rather than a "how to" book, Troubleshooting Audience Research is more of a "What to look out for" primer intended for the busy broadcast executive who must cope regularly with audience research. Each section addresses how to recognize and remedy problems in the design, execution and interpretation of typical audience research.