Thoughts on Readership Research1
Harry HenryThen The Thomson Organisation Ltd.
Foreword
One of the first things I learnt in the market research business was that, if you wanted accurate answers (we had not yet got around to using the word valid) it was no good asking people what they usually did, since this would give a completely distorted answer. What you had to do, we discovered, was to ask them what they had done on a specific previous occasion, or in some specific period, and from their answers produce a statistical picture of the behaviour...