The End Of Measurement As We Know It?
Andrew GreenOMD
Introduction
In 1930, Archibald M. Crossley persuaded a group of radio advertisers to sponsor a revolutionary new research technique: a sample-based system of telephone interviews to measure, on a continuous basis, people's recall of their home radio listening behavior. Crossley had already tested the technique for Eastman Kodak a year previously and had generated wider interest.
With such a service, advertisers could finally get some idea of the value they were receiving in return for their investment in the fledgling medium which circulation returns had long provided in...