Media research: Measurement issues

 

Richard Foan, managing director of ABC Electronic, describes the history and role of his company and JICWEBS (Joint Industry Committee for Web Standards in UK and Ireland) in auditing internet compani ...

Determining 'quality' in media research often assigns much influence to survey response rates. Increasing scientific evidence suggests a more sophisticated viewpoint about survey quality is needed. An ...

Today's measures of 'vehicle exposure' will not be the measures of the future. Increasing sample sizes will eventually lose the battle as a consequence of ever-increasing fragmentation of media behavi ...

This paper notes that every major advertising medium has developed its own particular definition of what constitutes an audience, but that their different definitions mean that any connection between ...

All marketers need to make judgements about what the ideal mix of communications channels should be. In any given product category, literally dozens of marketing influences will be at work. Mass media ...

This paper describes the Virtual Diary creation process in which a ‘limited’ amount of single source data (for press, TV, Radio, Internet) is added to a large scale, ad hoc target group survey, and th ...

Decreasing effectiveness of traditional spot advertising requires higher GRP-levels, and this sparks a downward spiral of efficiency. Whereas mixed media campaigns can help, they also show that consum ...

This paper looks at the key measurement issues currently facing a variety of different sectors of the media (online, print, radio, video etc.). Based on the analysis of the top three issues said to be ...

One of the effects of media abundance in our information society is the diminishing attention for media content. Media often function as wallpaper. The question is to what extent this development caus ...

The present situation in media research shows changes on four main aspects: abundance of data and processing supplies, speeding up of mutations and acceleration of trends, dispersion of practices and ...

This paper provides a framework for establishing an initial examination process and demonstrates how people from different countries can work together for the improvement of media research.

Today's environment has increased the need for advertisers to reach consumers outside the home. This has contributed to the growth of place-based media. Audience estimates for traditional media have h ...

This paper describes the development of an Automated Computer Survey System (ACTS), whereby respondent initiated telephone calls provide answers to questions asked by the computer. The system operate ...

This paper is divided into 2 parts. The first part discusses the theory of measuring the returns on media investment, while the second part presents Media Observer, a research tool developed for conv ...

This handbook was published so as to bring together in a convenient form 11 previous ARF papers intended to establish guidelines for the best practice in the areas listed below. The bracketed years s ...