Thoughts on readership research

Harry Henry

A critical review of the current development of readership research, by one who was in on it from the beginning with the Hulton Readership Surveys.
  

Thoughts on Readership Research1

Harry HenryThen The Thomson Organisation Ltd.

Foreword

One of the first things I learnt in the market research business was that, if you wanted accurate answers (we had not yet got around to using the word ‘valid’) it was no good asking people what they ‘usually’ did, since this would give a completely distorted answer. What you had to do, we discovered, was to ask them what they had done on a specific previous occasion, or in some specific period, and from their answers produce a statistical picture of the behaviour...

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