RUDN Journal of SociologyRUDN Journal of Sociology2313-22722408-8897Peoples’ Friendship University of Russia named after Patrice Lumamba6088UnknownThe Passive Techniques of Television Audience MeasurementVolfsonYu R<p>Кафедра социологии; Российский университет дружбы народов; Peoples' Friendship University of Russia</p>wolfson.u@gmail.comPeoples' Friendship University of Russia150420104495607092016Copyright © 2010, Volfson2010<p>The challenge associated with the adjustment and overlapping of different techniques becomes especially evident in media research. The article examines the passive techniques of mass media measurement exemplified by the study of television oriented to handle the problem of objectively verifiable data acquisition.</p>mass mediasociological research techniquestelevision audiencepassive measurement techniquesСМИметоды социологического исследованияаудитория телевиденияпассивные методы измерения[Startseva T. Perekhod s dnevnikov telezritelya na personal'nye piplmetry. Preimushchestva tekhnologii i novye vozmozhnosti dlya pol'zovatelei // http://www.tns-global.kz/ ru/download/presentation.php <http://www.tns-global.kz/ru/download/presentation.php>][Tagiev R. Runet: Prodolzhenie sleduet // http://www.2010.rif.ru/upload/da8/21apr.rif2010- -tagiev.ppsx][PPM watch // http://www.tvb.ca/pages/PPMvsMETER_htm]