Datadia. Daily Newspaper Editorial Follow-up
Eneida Nogueira (Datafolha Research
Renata Nunes Csar (Datafolha Research Institute) Brazil
Cristina Panella (Consultant) Brazil
THE UNIVERSE OF THE SURVEY
The readership of a daily, high circulation newspaper is made up both of subscribers to the newspaper and by readers that buy the newspaper on the newsstand, as well as those that read other people's copies, most often at their workplace.
We chose to introduce the survey among readers that subscribe to the newspaper. This decision was more strategic that operational in nature. The survey was based on the telephone approach, which was necessary to conduct the survey expeditiously, although it would have been possible to interview any of the above groups. Since we know that in Brazil a large part of the population does not have a telephone, the universe comprising regular newspaper readers tends also to be telephone owners.