Consumer Surveys vs. electronic measures for single-sources data

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.

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...