S2: Methods of audience measurement


Număr de credite: 6
Cod: AME0122
Predare: lucrare practică 3h
Limba de predare: engleză
Tip: lucrare practică, semestrul 2, Masteratul Comunicare, Societate şi Mass Media

Mircea Comşa
profesor universitar doctor
Facultatea de Sociologie şi Asistenţă Socială
Universitatea Babeş-Bolyai


  • Introduction: course description, evaluation, textbook, etc.
  • An Introduction to Audience Research
  • Audience Research in Advertising
  • Audience Research in Programming
  • Audience Research in Financial Analysis
  • Audience Research in Social Policy
  • The Audience Measurement Business
  • Audience Research Methods
  • Ratings Research Products
  • Understanding Audience Behavior
  • Audience Ratings: Analysis of Gross Measures
  • Audience Ratings: Analysis of Cumulative Measures
  • Research project report and presentation preparation
  • Research project presentation


Webster, J. G., Phalen, P. F., & Lichty, L. W. (2006). Ratings Analysis: The Theory and Practice of Audience Research (3rd Edition). Mahwah, NJ: Lawrence Erlbaum Associates.
Gunter, B. (2000). Media research methods: Measuring audiences, reactions and impact. London: Sage Publications.
Wimmer, R. D., & Dominick, J. R. (2014). Mass media research: An introduction. Boston, Mass: Wadsworth, Cengage Learning.
Quirk, R., Olver, M., Hammond, M. & Davies, C. 2008. The Guide to Researching Audiences. JISC
Quirk, R., Olver, M., Hammond, M. & Davies, C. 2008. The Guide to Researching Audiences: Case Studies.
Quirk, R., Olver, M., Hammond, M. & Davies, C. 2008. The Guide to Researching Audiences: Illustrative Case Study.





Metode de evaluare

  • 50% – research presentation
  • 50% – research project

Criterii de evaluare:

  • audience research program presentation
  • audience research project



Obiective generale

  • acquiring theoretical and practical knowledge about various audience measurement themes through the practical realization of a research report

Obiective specifice

  • Identify and define the main concepts of audience research.
  • Understand, interpret and use the main methods of audience research.
  • Understand the role of technology in researching different types of audience research.
  • Identify and use the main secondary data sources useful for audience research.
  • Interpret secondary audience data and use the information obtained for decision-making.
  • Understand the role of audience research in advertising, the format and type of media products, financial analysis and social policy decisions.
  • Carry out a research report on a topic of choice among those specific to audience research