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

Eric Melton

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 of controlled experiments investigating the issues surrounding the measurement of print audiences using World Wide Web-based surveys. These experiments provided us with the basis for moving Millward Brown IntelliQuest's annual, syndicated media products, CIMS Technology Influencer Studies™, to an entirely Web-based format beginning in July 2003. These first studies are scheduled for release in the early fall of 2004. Appel, Elder and Incalcatera,...

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