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

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...