Back to the Fundamentals of Media Research……in a New Fast Changing World

The present situation in media research shows changes on four main aspects: abundance of data and processing supplies, speeding up of mutations and acceleration of trends, dispersion of practices and explosion of rules, and inter-penetration between disciplines. Before this profusion of new medias and new rules, how should we react to deal with renewal and what are the consequences on our practices? The answers will be found in returning to the fundamentals of media research: targeting, media audience, research tools, and global approach of media.

Back to the Fundamentals of Media Research in a New Fast Changing World

Dina RaimondiThe Media Partnership Research, France.

 

INTRODUCTION

Almost everything is changing, except the philosophy of media research and the expectation of its users a help for qualitative and quantitative optimisation of the transmission of advertising messages.

Changes in media research in the past ten years

The present situation shows changes in four main aspects: abundance of data and processing supplies; speeding up of mutations and acceleration of trends; dispersion of practices and explosion of rules; and inter-penetration between disciplines.

Abundance of data and processing...

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