A Fresh Look at Estimating Readership Frequency Distributions
Modelling Readership and Exposure Distributions Using a Frequency Question
Gary MorganRoy Morgan Research, Australia
Michele LevineRoy Morgan Research, Australia
Sergey DorofeevRoy Morgan Research, United Kingdom
INTRODUCTION
In readership measurement research, there are three main approaches used to estimate a publication's average issue readership:
Specific issue:
Full through-the-book specific issue approach – for publications read or looked into in a broad time period, (e.g. the last six months), each respondent is shown a particular issue (four to six weeks old for a weekly magazine, eight to twelve weeks old...