Online administration of a print audience measurement study. Doing it for real

This paper is an update to the one submitted to the previous WAM conference in summer, 2003. Since that time, Millward Brown IntelliQuest produced a web-based survey for measuring print audiences.

Online Administration of A Print Audience Measurement Study

Doing it for Real

Eric MeltonMarketing Sciences and Media Research, Millward Brown IntelliQuest, United States

INTRODUCTION

Over the past five years, Millward Brown IntelliQuest has performed a series...