Conference notes - Media research: can technology replace interviews?

This paper summarises the presentation by Richard Windle on "Media research: can technology replace interviews?" given at the IJMR Research Methods Forum: ‘Methods Matter: Interviewing and Beyond’, 25 November 2008, Royal Society, London.

Conference notes – Media research: can technology replace interviews?

Richard WindleIpsos MediaCT and Ipsos MORI

Audience measurement in the UK is carried out by a system of 'Joint Industry Committees' where the stake-holders (media owners, agencies and advertisers) come together to fund and manage the research. These cover radio (RAJAR), print (NRS and JICREG), television (BARB) and out of home (Postar). The results are used to provide a 'currency' for buying and selling advertising and, in the case of the BBC, to demonstrate accountability. In recent years the complexity of what is being measured and the research techniques available...

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