Internet Research: All you need to know - yet - about measuring the Internet as a medium

Kate Lynch

Describes the Internet as a medium, and attempts made to measure its audience and effectiveness. BMRB tracks hardware penetration; BMRB and NOP use telephone research to study attitudes to and usage of the Internet; NPD in the U.S.

Internet Research: All you need to know - yet - about measuring the Internet as a medium

Kate Lynch

THERE ARE three main questions to be answered when considering the Internet, or indeed any new medium, as an advertising vehicle. The questions are no different from those asked about traditional media, but the research methodology may have to be different.

We need to know:

  • How big is the medium?
  • How well does it communicate? Is it better, worse or just different from traditional alternatives?
  • Does it represent a...

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