International Encyclopedia of Media Effects
Measuring Media Use
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, Chapter
Marshall, LH; Southwell, BG
January 1, 2017
Measuring media use has been a central activity for mass media organizations for at least a century. Advertisers and media researchers around the world often need to know how many people—and who—have engaged with particular media content. Despite these needs, measuring media use continues to be a challenging area of research. Audience measurement professionals continue to draw upon self-report survey techniques and have been active in developing new measurement technology.
Duke Scholars
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Marshall, L. H., & Southwell, B. G. (2017). Measuring Media Use. In International Encyclopedia of Media Effects (pp. 1–9). https://doi.org/10.1002/9781118783764.wbieme0022
Marshall, L. H., and B. G. Southwell. “Measuring Media Use.” In International Encyclopedia of Media Effects, 1–9, 2017. https://doi.org/10.1002/9781118783764.wbieme0022.
Marshall LH, Southwell BG. Measuring Media Use. In: International Encyclopedia of Media Effects. 2017. p. 1–9.
Marshall, L. H., and B. G. Southwell. “Measuring Media Use.” International Encyclopedia of Media Effects, 2017, pp. 1–9. Scopus, doi:10.1002/9781118783764.wbieme0022.
Marshall LH, Southwell BG. Measuring Media Use. International Encyclopedia of Media Effects. 2017. p. 1–9.