A Coincidental Survey of People Meter Panelists: Comparing What People Say with What They Do
Peter Danaher and Terence Beed
All over the world people meters are replacing diaries as the method for gathering TV ratings. The people meter is a sophisticated piece of equipment, handling multiset homes, cable and network TV, guest viewing, and it can even measure VCR recording and playback. However, it is not all good news. Since meter equipment is expensive, it has to be hard-wired to TV sets so the only viable sampling methodology is to have a representative panel of homes. In...