ABSTRACT
Audience research comes in many different forms and has a wide variety of applications. This abundance can be a bit overwhelming. How does one make sense of all those numbers? What is a high rating, or what is a low one? What is an unusual or important feature of audience behavior, and what is routine? In this chapter we offer a framework for evaluating and analyzing the information contained in audience data. The emphasis here is on broad concepts and theories. This approach is intended to give readers a sense of perspective on the audience, to help them see the forest instead of an endless succession of trees.
