One of the most difficult problems facing scholars interested in conducting empirical research concerning the gratification that audience members seek or receive from the media is measurement of gratification itself. This paper outlines the strategies commonly used by researchers and describes some of the limitations of each. Particular attention is given to the following studies, which reflect measurements of audience gratification: a 1974 national voting study conducted by the Center for Political Studies at the University of Michigan; a 1974 survey of voters in Syracuse, New York; a similar study conducted in Madison, Wisconsin, in that same year; a 1975 survey of newspaper audiences in the northeastern part of the United States; and a 1976 study of voters in Onondaga County, New York. Although the data presented in these studies do not address all of the questions which confront researchers in this area, a summary of conclusions which may be drawn from available information is presented. (KS)