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Student
Title
Supervisor
Faculty
Educational Programme
Final Grade
Year of Graduation
Maksim Andrianov
Development of Internet Audience Measuring Methods
Faculty of Media Communications
Master’s programme
2014
The Internet environment gives one a huge range of opportunities to measure the quality and the quantity of an audience. Features of technologies of data transmission used in public Internet networks and the extension of computing capacities allow analysts to cary out this kind of research. Modern methods of collecting and processing data on Internet-audience not only let researchers set certain characteristics, but also allow them to formulate their own criteria of assessing the audience, without which it was impossible to conduct an effective research. With the development of "the social Internet" in the middle of the 2000's the quantity of unstructured data on audience was increasing drastically. Experts known as digital-analysts, offered unique services for audience measurement which gained popularity among large average businesses, advertizing agencies, media producers, political and public organizations. Digital-analytics made it possible to gather data efficiently and inexpensively for which large-scale sociological researches had to be conducted earlier.The objective of the research is to analyze the measurement methods of the audience.Within the research the following tasks were set:1 . To analyze the existing methods of audience measurement;2 . To classify tools of the on-line methods of audience measurement;3 . To reveal advantages and disadvantages of different online methods of audience measurement;4 . To propose the theoretical solution to the revealed problems of the online methods of audience measurement;5 . To develop the draft decision of the revealed problems. To make the specification for program realization.Research methods were applied:- Classification;- Analysis of specialized literature.- Secondary analysis of data;- Expert poll;- Internet poll of users.Moreover, the method of project-development was used that combines theoretical and practical elements. Empirical base of research: literature on digital-analytics, articales devoted to on-line methods of audience measurement, reports of professional conferences, sociological services reports ("TNS Russia", FOM, AKAR, etc.), analytical services data ("Google Analytics", "Yandex. Metrics", etc.), results of expert poll, and also the data obtained during works on advertizing campaigns on the Internet, carried out by Black Sugar agency. Within this research historical prerequisites of developing audience measurement methods were considered. During the 1st part of the research, two essentially different approaches to researches were found: "sociological approach" and the approach called "big - data" in the given work. Within this research characteristic features and limitations of the "sociological" and the "big - data" approaches to measure the Internet audience were considered. Common problems of approaches on which experts focus attention, are absence of the uniform terminological convention. In case of the "big - date" approach poor quality of information is caused by the lack of practice of verifying the data on the audience by means of authoritative sources, and also imperfections of methods of data processing. Also in chapter 1 an attempt to group the tools of the "the big-data" according to criteria of a functional use, cost, availability and possibility of flexible settings was made. In chapter 2, based on the results of the research of the approaches to measure the audience of the Internet and practical problems in Black Sugar advertiz

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