I Do Not Want to Answer This Question! The Demands for Complete Data Meet Low Response Rates - Innovative Ways to Measure People

Keen insight into consumer needs and behavior is a central objective of efficient advertising market research.

I Do Not Want To Answer This Question!

The Demands for Complete Data Meet Low Response Rates - Innovative Ways to Measure People

Andrea Scharrenbrochand Robert Nicklas

Audience Research Panel: Primary Research Objectives and Supplementary Fields

The TV audience panel is constructed in order of all German TV stations and supplies the advertising and TV research market with the only accepted currency of daily TV audience data in Germany. The panel built for this purpose grew continuously to 5,640 households at present with approximately 13,000 persons aged 3 years and older.

TV usage is measured by electronic means....

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