Salzburg 3 - The third International Readership Symposium

A review of the main themes discussed at the third International Readership Research Symposium in Salzburg, October 1985 (following New Orleans, 1981, and Montreal, 1983).

Salzburg 3 – the Third International Readership Research Symposium

Bryan A. BatesMarket & Opinion Research International

The readership survey acts as the currency of exchange between media owners, advertisers and agencies. Like any currency, it can only serve as a means of exchange if all sides have confidence in it. For the British, and indeed in most other countries, we have always conducted our readership surveys using a form of questioning relying on respondents' memory, habit and common sense to answer in a consistent manner the questions posed. The recency readership technique as used in the NRS and...

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