Online Administration of A Print Audience Measurement Study
Doing it for Real
Eric MeltonMarketing Sciences and Media Research, Millward Brown IntelliQuest, United States
INTRODUCTION
Over the past five years, Millward Brown IntelliQuest has performed a series of controlled experiments investigating the issues surrounding the measurement of print audiences using World Wide Web-based surveys. These experiments provided us with the basis for moving Millward Brown IntelliQuest's annual, syndicated media products, CIMS Technology Influencer Studies™, to an entirely Web-based format beginning in July 2003. These first studies are scheduled for release in the early fall of 2004. Appel, Elder and Incalcatera,...