A fresh look at estimating readership frequency distributions. Modelling readership and exposure distributions using a frequency question

This paper focuses on the frequency approach to measuring both average issue readership and publications turnover/casualness rates, with an emphasis on the measurement of turnover (or casualness) figures, and finds a respondent's proportion of reading derived from the frequency question cannot be used as personal probabilities to predict future behaviour.

A Fresh Look at Estimating Readership Frequency Distributions

Modelling Readership and Exposure Distributions Using a Frequency Question

Gary MorganRoy Morgan Research, Australia

Michele LevineRoy Morgan Research, Australia

Sergey DorofeevRoy Morgan Research,...