Peoplemeters in Non-Telephone Homes. Methodology versus Technology - A Case Study of Poland

In 1994 only 37% of households in Poland were equipped with a telephone. Surveys conducted before setting up a peoplemeter panel showed substantial differences between telephone and non-telephone homes in terms of their social structure, TV equipment and patterns of viewing.

Peoplemeters in Non-Telephone Homes: Methodology Versus Technology - A Case Study of Poland

Stanislaw BebenekOBOP Peoplemeter Service, Poland.

INTRODUCTION

OBOP began preparations for the introduction of electronic television audience measurement in 1994 while all the practical issues were decided one year later. One of the most difficult questions which had to be answered at that time was how to build a peoplemeter system in a country with seriously underdeveloped telephone communications infrastructure. The Establishment Survey carried out by OBOP, the research agency, in December 1994 showed that some 37% of TV homes did have a telephone but only...

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