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The authors' history of commercial audience research was tight, offering a multitude of insights into where the ratings business might be headed in the Internet age. And the descriptions of research methodology was just right--enough to understand conceptually, without overdoing it.
Following closely on the heels of chapters about ratings used in programming and advertising, the chapter on ratings and financial analysis added almost no value. But the third section, Understanding Audience Behavior, offered some great discussions of specific measurements without burying the reader in too many details.
Overall, Ratings Analysis is the best book on the topic I've seen--a very thorough exploration of the subject without the passive, scholarly tone of too many textbooks.
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Animal profiles are accompanied by excellent color photographs, basic statistics about each animal (distribution, habitat, abundance, etc.), and a shaded map outlining just where each animal's distribution is. Entries for each animal are detailed enough, but don't seem to go on so long that a person would lose interest.
One more gripe: pictures of the animals feet, so that pawprints could be identified easily, would have been a welcome inclusion here. The Simon and Schuster's Guide To Mammals, by Boitani, is an inexpensive book that includes this feature. It might be a helpful second book to get on the topic.
It's an exciting book for young naturalists, too, who will likely get stirred up just by seeing some of the photos (star-nosed mole, northern flying squirrel, big brown bat, etc.).
Essays on conservation, the region, and tips on observation precede the main body of the book. The essays are short and well-written. They should be helpful to anyone who wants to scout out some mammals in the Carolinas, Virginia, or Maryland.
ken32
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The first book of the series was great... This rarely works and this book is no exception...
2. the codes don't work.. and you don't get support from the team that put them together... you will have to be overly nice to even here... "Oh! we will get back to you" from them
3. Full e-commerce app? what is an e-commerce system without a checkout feature? they basically leave out all the meat and expect you to work at the same projects you bought the book for on your own
basically, looks more like a couple of tutorials taken from the internet and thrown together in the form of a book in a hurry to capture the market before a better one does.
LEAVE IT ON THE SHELF!!
I particulary enjoyed Chatper 5, which shows some very good ways of using MySQL with Flash: getting lists, details, and searching without having to load new pages or go back to previous pages...that's the good thing about Flash interfaces.
The book is a rather big step in difficulty from the first book, but worth it.
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