ABSTRACT
Audience measurement comes in many different forms and has a wide variety of applications. The wealth of data can be a bit overwhelming. How does one harness all that information to answer questions about the audience? For example, what factors influence media choices? Why are some things popular and others are not? What variables trigger audience loyalties? What are unusual or important features of media use and what are routine? In this chapter, we offer a framework for addressing such questions. Our emphasis is on generalizable concepts and theories. Our goal is to help readers understand the forces that shape and predict audience behavior. The best forms of audience analytics are grounded in that understanding.
