Analysis of Slovenian Media Space

Media space consists of many different factors trying to attract for the attention of the customer population in a certain environment. A common problem in bigger environments (or countries) is that datasets describing the complete media space are hard or almost impossible to obtain since the detailed picture is too complex or too expensive to compose. However, this is not the case in smaller environments, where it is easier to collect the data. In this study, the access was provided to the data describing the entire media space of a population of 2 million people in Slovenia. Because of the language and the economy, this media space behaves relatively independently of various influences, particularly those from outside the country. The data was collected in 1998 by the Media Research Institute, Mediana, and assembled into a database consisting of 8000 questionnaires. The sampling method and the structure of the questionnaires were designed according to well-established international research standards. In this chapter we present and discuss different types of analyses, performed on the data to better understand the media space.