ABSTRACT
Despite the high demand for media analysts today, many people are unaware of the media research sector. Media analysts are among the most essential roles, as they are the ones whom others turn to for answers on what strategic directions a media organization should pursue. Readers are introduced to the range of job titles and salaries that an analyst may have. The chapter then discusses the various sectors making up the industry, from research divisions within the media organizations themselves, to the audience measurement and syndicated research firms, to the oversight bodies that perform audits to ensure that proper media measurement is being carried out. Yet the pace of technological change makes accurate, trustworthy measurement challenging. The chapter outlines the central issues surrounding media measurement and analytics as an industry, as well as the standards and ethics that are so important to uphold. The chapter concludes with a list of resources for emerging media analysts and poses questions for emerging professionals to consider, including ethical standards and consumer privacy. Case studies expose readers to the analytics job market, the process of accreditation, and various industry resources.
