Data Standardization, Data Warehousing and Data Mining. Could we use them to organise better Research in the Media Area?

The paper describes the process of standardization adopted in the last three years by the Center for Information about the Media (CIM) to improve the quality and safety of data exchanges coming from audience surveys.

Data Standardization, Data Warehousing and Data Mining: Could we use Them to Organize Better Research in the Media Area?

Christian LemerUsrConsult, Belgium andRene LokkerCIM, Belgium

AN INCREASING NEED FOR STANDARDIZATION    

Created by the Belgian advertising tripartite (the advertisers, the advertising agencies and the media), CIM (Centre for Information about the Media) remained quite a monolithic structure for a long time. From 1970 to 1985, CIM ran a unique survey essentially dedicated to press readership figures. Questions about products and services consumption were added in the year 1972. A specific TV panel survey was set up in...

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