Towards a new view of evaluation: quality media research in today’s world

Determining 'quality' in media research often assigns much influence to survey response rates. Increasing scientific evidence suggests a more sophisticated viewpoint about survey quality is needed.

Towards a new view of evaluation: quality media research in today's world

Robert M. GrovesUniversity of Michigan and University of Maryland, United States

Ed CohenDomestic Radio Research, Arbitron Inc., United States

Ricardo Gomez-InsaustiResearch, BBM, Canada


One unique value of sample surveys as a tool to document human thought and behavior is their ability to describe large populations without bias and within measurable levels of uncertainty. While the mathematical probability theories required for this inference are centuries old (Pearson, 1903), and their application to samples of humans about 70 years old (Neyman, 1934), recently we have been...

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