ABSTRACT
As we explore in the previous chapter, audience measurement research caters to business gratifications by producing mounds of data about who is listening, watching, and clicking—and for how long. Via diaries, telephone interviews, shopping-mall intercept questionnaires, people meters, and online tracking devices such as “cookies,” industry decision-makers acquire information to define and divide electronic media patrons into ever more segmented demographic and psychographic (life-style) categories.
