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...