The Effect of Response Position on Trade Magazine Readership and Usage

William S Sekely and Vicki L Blakney

A study by Whipple and McManamon (1992) found that one approach of measuring trade magazine readership resulted in bias toward the visual stimuli presented in the first position.

The Effect of Response Position on Trade Magazine Readership and Usage

William S Sekely and Vicki L Blakney

A study by Whipple and McManamon (1992) found that one approach of measuring trade magazine readership resulted in bias toward the visual stimuli presented in the first position. This paper expands on their research by examining an aided-recall technique that is more likely to be used by an advertiser to determine readership of trade magazines. Two separate surveys produced similar results. The general readership question produced primacy effects even with a relatively short list of alternatives and no limit on...

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