Situation, Gaps and Opportunities of Media Consumption Behavior Survey in Thailand

Abstract

Media consumption behavior survey is important information to operate communication. The objective of this study is to describe situation on, gaps of, and opportunity for media consumption behavior survey in Thailand. Searches were conducted through government and private database from websites, Google from 2008-2017, and telephone interview with the relevant officials. All surveys were analyzed by using thematic analysis approach. The study found that nowadays Thailand has not mass media consumption survey. Existing surveys were conducted to apply the information appropriately for each organization. Some surveys lacked continuous operation, and did not complete media consumption behavior data. Moreover, all survey were inadequate the important information that concerned to protect children and youth from media consumption. Therefore, the improvement of survey is urgently needed to develop policy related to media consumption that is of benefit to Thai people.