Master Content and Media Strategy (MCMS): Content Science

From initial theory through to regression, factor analysis and multilevel modelling, Andy Field animates statistics and SPSS software with a unique combination of humour and step-by-step instruction.

This book takes a fresh look at applying regression analysis in the behavioural sciences by introducing the reader to regression analysis through a simple model-building approach. The authors start with the basics and begin by re-visiting the mean, and the standard deviation, with which most readers will already be familiar, and show that they can be thought of a least squares model. The book then shows that this least squares model is actually a special case of a regression analysis and can be extended to deal with first one, and then more than one independent variable. Extending the model from the mean to a regression analysis provides a powerful, but simple, way of thinking about what students believe are the more complex aspects of regression analysis. The authors gradually extend the model to include aspects of regression analysis such as non-linear regression, logistic regression, and moderator and mediator analysis

This textbook flips the typical model presented in mass communication research textbooks. In these books, audiences often are primarily framed almost exclusively as participants-presented as a means to generate data. Instead, as students will learn through this text, data should be used to understand people as thoughtful, deliberative audiences. As such, research should be done with the goal of better understanding target audiences in a meaningful way. With this orientation in mind, these insight-driven research projects allow media practitioners and strategic communication professionals to tap into audiences' wants, needs, and desires through messaging and products designed to resonate.

Customer Insight Strategies outlines the critical role of customer insight and provides techniques and strategies that will help marketers identify trends, nurture leads and understand consumers. It shows how customer insights can be used to build a mission with purpose. It discusses many of the core methods through which customer insight can be gleaned, providing easy-to-follow guidelines for applying them to everyday marketing practice. Covering topics such as customer segments, marketing to personas and lead generation, With case studies .

This introduction to research methods provides students and researchers with coverage of both quantitative and qualitative methods. This book introduces the fundamental principles and underlying theories of the subject, while also offering a practical toolkit for carrying out social research.

Content analysis is one of the most important but complex research methodologies in the social sciences. In this thoroughly updated Second Edition of The Content Analysis Guidebook, author Kimberly Neuendorf provides an accessible core text graduate students across the social sciences. Comprising step-by-step instructions and practical advice, this text unravels the complicated aspects of content analysis.

Packed with detailed examples and practical exercises, theFourth Edition of this bestselling introductory text includes a new chapter on discourse analysis; expanded discussion of social media, expanded coverage of the research process, and more. Ideal for undergraduate and graduate students conducting research for the first time, this accessible text will help students understand, practice, and master media and communication research.

Analyzing Media Messages is a primer for learning the technique of systematic, quantitative analysis of communication content. Rich with examples of recent and classic applications, it provides solutions to problems encountered in conducting content analysis, and it is written so that students can readily understand and apply the techniques. For researchers in mass media fields, political science, and other social and behavioral sciences

The SAGE Handbook of Social Media Research Methods offers a step-by-step guide to overcoming the challenges inherent in research projects that deal with ‘big and broad data’, from the formulation of research questions through to the interpretation of findings. The handbook includes chapters on specific social media platforms such as Twitter, Sina Weibo and Instagram, as well as a series of critical chapters.

The book clearly explains how the effects of mass media are measured and what the latest research has concluded about media's influence on our lives.Coverage includes electronic media's effects on sleep displacement, TV viewing and obesity research, media violence, emotions in cooperative video game play, first- vs. second-order cultivation, agenda-setting theory research, new media's effects on imitative suicides, Internet use statistics, screen time and face-to-face interaction, multitasking, and much more.

A comprehensive and systematic book on qualitative research and evaluation methods, inquiry frameworks, and analysis options. Illuminates all aspects of qualitative inquiry through new examples, stories, and cartoons; more than a hundred new summarizing and synthesizing exhibits; and a wide range of new highlight sections/sidebarsthat elaborate on important and emergent issues

The Marketing Scales Handbook series is the longest-running set of books that provide reviews of multi-item survey measures used in scholarly studies of consumer behavior

The book is designed as a textbook for academic or research writing courses, and its step-by-step approach makes it usable by university undergraduates or senior secondary students, including those for whom English is a second or foreign language. In addition, its authentic readings and focus on academic and research writing makes it also suitable for graduate level writing courses in English-speaking and English as a second or foreign language contexts.

Writing is hard work and can be difficult to wedge into a frenetic academic schedule. In this practical, light-hearted, and encouraging book, Paul Silvia explains that writing productively does not require innate skills or special traits but specific tactics and actions. After describing strategies for writing productively, the author gives detailed advice from the trenches on how to write, submit, revise, and resubmit articles, how to improve writing quality, and how to write and publish academic work.

Humanizing Big Data provides a detailed understanding of the way to approach and think about the challenges and opportunities of big data, enabling any brand to realize the value of their current and future data assets. First it explores the 'nuts and bolts' of data analytics and the way in which the current big data agenda is in danger of losing credibility by paying insufficient attention to what are often fundamental tenets in any form of analysis. Next it sets out a manifesto for a smart data approach, drawing on an intelligent and big picture view of data analytics that addresses the strategic business challenges that businesses face. Finally it explores the way in which datafication is changing the nature of the relationship between brands and consumers and why this calls for new forms of analytics to support rapidly emerging new business models.

Statistics For Big Data For Dummies helps you to identify valid, useful, and understandable patterns in data. Provides guidance on extracting previously unknown information from large databases. Shows you how to discover patterns available in big data. Gives you access to the latest tools and techniques for working in big data.