The book is a comprehensive #strong/strong#ntroduction to the application of statistical tools and techniques in media research.
"Media metrics" is the use of statistics and mathematics in media research. This book largely explains scientific methods of data collection and analysis to achieve useful results from quantitative media data. It effectively describes the crucial relationship between key media forces such as print and electronic media, corporate communication and public relations, advertising, development communication, web and traditional media, and so on. It guides the readers to understanding the challenges of media measurement, its quantification, datafication and assessment, and helps in developing skills of media audience analysis.
Key Features
- Pioneering introductory text on media metrics, a method of measuring media variables
- Clear and easy-to-understand explanation of descriptive and inferential media variables and their use
- Complete coverage with relevant examples from media studies
- Review exercises, and extensive list of references
- Ideal companion for students and researchers in the fields of mass communication, media studies, communication studies, and journalism
Dayal, Manoj: - The senior-most professor in mass communication at the Department of Communication Management & Technology, Faculty of Media Studies, Guru Jambheshwar University of Science & Technology, Hisar, Haryana, India, Manoj Dayal has been teaching media and communication research for more than 27 years (almost 13 years as a professor) and has the experience of working, pursuing, and guiding research for more than 30 years in different central and state universities of India. The founder head of the Department of Journalism and Mass Communication, University of Allahabad (1992-96), and the founder professor of Sirsa-based Chaudhary Devi Lal University (2004-05), Prof. Dayal has so far guided 17 PhD students, around two dozen MPhil students, and more than 200 postgraduate dissertations in journalism and mass communication. A member of editorial boards and referee boards of several national and international research journals, Prof. Dayal has 71 research publications (6 international and 65 national) in reputed national and international journals, has presented 77 research papers in international (21) and national (56) seminars, and has been nominated by the University Grants Commission (UGC), Delhi, for the postdoctoral commonwealth fellowship of United Kingdom in 2001. In addition, he has been the coordinator (2007-12) of a major departmental project (theme: research in internet journalism) of UGC under the Special Assistance Programme and is presently pursuing DLitt in mass communication from a central university of India. Further, Prof. Dayal has been honored by the ABP News channel with the National Education Award of Best Professor in the subject for the year 2014. Prof. Dayal's basic qualifications are a doctoral degree in the area of economic journalism, postgraduation in economics with econometrics as specialization, postgraduation in mass communication, and a postgraduate diploma in journalism (English) from the Indian Institute of Mass Communication, Jawaharlal Nehru University campus, New Delhi. Before joining the teaching profession, Prof. Dayal worked as a trainee journalist, Financial Express (Indian Express group), reporter-cum-subeditor in a Delhi- based feature agency (Newsmen Features), special correspondent in a Delhi- and Bhopal-based English fortnightly (Mastak), and subeditor in a national English daily (Hindustan Times, Delhi and Patna).
