Towards a new view of evaluation: quality media research in today's world
Robert M. GrovesUniversity of Michigan and University of Maryland, United States
Ed CohenDomestic Radio Research, Arbitron Inc., United States
Ricardo Gomez-InsaustiResearch, BBM, Canada
One unique value of sample surveys as a tool to document human thought and behavior is their ability to describe large populations without bias and within measurable levels of uncertainty. While the mathematical probability theories required for this inference are centuries old (Pearson, 1903), and their application to samples of humans about 70 years old (Neyman, 1934), recently we have been...