The reality in international readership research

Michael Ryan

Discusses the difficulties of international readership research. These are containable with `niche' surveys concerned with highly selective market segments.

The Reality in International Readership Research

Michael RyanFinancial Times

All market research is subject to conflicting pressures, such as the simultaneous requirements for accuracy, speed and economy. Where a single survey is conducted for a multiplicity of clients and a diversity of uses these conflicting pressures are multiplied. Most readership research exhibits this pattern, and international readership research does so in the most extreme way.

Perhaps because of this, the number of international readership surveys in current use is not great. Most of them are surveys of European universes, and there are also two important multi-country surveys covering...

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