Day in the Life Pilot Study
Ted D'Amico and Michal GalinMediamark Research Inc., United States
Richard FieldingStarcom Worldwide, United States
INTRODUCTION
This paper describes a pilot study conducted by Mediamark Research, Inc. to determine how adults 18 years of age and over allocate their media time over the course of a 24-hour day. Two main objectives drove this pilot study:
To evaluate whether respondents (who had already participated in Mediamark's National Study and other subsequent data collection activities) would be willing to participate in an additional research phase.
To determine if the media estimates in this...