The single most common kind of research activity so far as TV and radio are concerned is audience measurement.
Broadcasting is unique among the range of services and goods availble to the public. It is the only one for which we have no readily available information about the user or customers.
When you listen to a radio station or watch a TV channel, nothing material is actually consumed.
No physical transaction takes place.
We can find out how many people go to the cinema by looking at how many ticket are sold.
But there is no similar way of telling how many people watch a TV programme or listen to something on radio.
Quantitative research of one kind or another is essential if we want to measure audiences for Tv and radio, as we know them at present
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