Measuring minority groups using mainstream surveys.
Roger GaneRAJAR - Radio Joint Audience Research, UKJohn StockleyRSL Media - Research Services Ltd., UK
1. INTRODUCTION
A great deal has been written about audience segmentation (good!) and audience fragmentation (bad!). There will be more at this Symposium and much more to follow as media choices expand and increased effort goes into targeting specific audiences. We do not propose to spend much time in this paper considering the philosophical aspects of this phenomenon. Rather we will concentrate on the practicalities of what RAJAR has done so far, the extent to...