The qualitative dimensions of reader involvement

Paul Donato

A paper given at the 1991 International Readership Symposium. In the USA, qualitative measures are increasingly used as tie-breakers, to discriminate between magazines offering similar costs per thousand.

The qualitative dimensions of reader involvement

Paul Donato

Qualitative measures are increasingly used as tie-breakers in the US - to discriminate between magazines offering similar costs per thousand. But different questionnaire sequences produce considerably different scores - and it is imprudent to use only one qualitative dimension.

In recent years, the US media research community has actively begun to use qualitative magazine measurements as a means of discriminating between two vehicles which would otherwise have comparable CPMs (costs per thousand) and compositions. The use of these measures necessitates an understanding of how the instruments used to collect them affect...

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