Abstract
Profound changes have become apparent in the media landscape since the 1980s, both nationally and internationally, one obvious outcome of which has been the enormous influence they have on research. The author first describes current developments in the media landscape before discussing research trends and changes in research methodology. The technological revolution now underway is described, which can be expected to change media user habits. This, as well as other factors such as deregulation and changes in demographic structures, places great demands on media research. Problems arising from past and present methods of measuring quantitative and qualitative TV and radio consumption are listed, and compared and contrasted with research in the print media. In conclusion, the author examines the single source approach which can deliver highly relevant data for marketing purposes, although there are still some problems associated with it, which means that, for today's requirements, the compromise solution of data fusion provides better results.
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