From Europe to the Americas. Our Experience Applying the MRC Minimum Standards and the GGTAM Guidelines as Audit Benchmarks

Nick Terlizzi, Randy Pyle and George Ivie

This paper explains the importance of using objective, measurable audit standards when conducting an audit of media research and Ernst & Young's experiences in selecting, modifying and applying audit standards in several countries.

From Europe to the Americas

Our Experience Applying the MRC Minimum Standards and the GGTAM Guidelines as Audit Benchmarks

George Ivie Media Rating Council Randy Pyle Ernst & Young LLP and Nick Terlizzi Ernst & Young LLP

INTRODUCTION

At the 1998 symposium in Vienna, Ernst & Young presented a paper that provided a framework for establishing an initial media research audit process based on experience assisting several Latin American markets (Ivie and Terlizzi, 1998). It discussed the formation of an audit committee made up of research users, execution of an audit, review of results,...

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