Electronic measurement of magazine reading

Jay Mattlin

Knowledge Networks has tested a new approach to market research in the United States by using a random-digidial sample for panel recruitment and equipping panel households with a device connecting their television sets to the Internet.

Electronic Measurement Of Magazine Reading

New methodology, new problems, new solutions

Jay MattlinKnowledge Networks

Introduction

The advent of the Internet raises tantalizing possibilities for fresh approaches to conducting readership research. At the recent Worldwide Readership Research Symposium in Venice, speakers reported on SUMMO's pilot readership survey with a sample from a 'computer access pool' in the Netherlands, experiments with Web surveys using the Intelliquest Technology Panel in the United States, and IpsosMedia's pilot study of IT decisionmakers in France in which respondents contacted by telephone were offered the choice of answering the survey via the Web or a paper...

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