Site-centric measurement

Joan FitzGerald

This paper provides an in-depth analysis of site-centric measurement, the issues associated with this approach, and a discussion of the differences between site-centric measurement and user-centric measurement.

SiteCentric Measurement

Can traditional panels meet the new standard?

Joan FitzGeraldArbitron Webcast Services

Preface

The Internet is creating a fundamental shift in the demands that advertising research makes on audience information. 'Sitecentric measurement' is the new measurement methodology enabled by the Internet. A conceptual framework is emerging which enables researchers to compare and contrast this new research method with traditional or 'usercentric measurement' and capture the benefits of both. To build on this conceptual framework, it is important for researchers to understand the new research methodology.

The growing popularity of the Internet and new content such as Webcasting...

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