Consumer Surveys vs. electronic measures for single-sources data

Henry Assael and David F. Poltrack

MRI viewing data were compared to Nielsen ratings across 84 programs to determine whether one system could serve as a single-source surrogate for the other.

Data analysis
Long-term vs short-term effectiveness
Media data sources

Consumer Surveys vs. Electronic Measures For Single-Source Data

Henry AssaelNew York University andDavid F. PoltrackCBS

The issue of establishing a single-source data system to electronically link TV exposure to buyer behavior as a basis for selecting TV...

Learn more Get a demo