The Council for Research Excellence said it will study response...
The Council for Research Excellence said it will study response bias in address-based audience samples and use the information to try improving diary-based TV audience measurement practices. The study will look at three TV markets of varied size: Dallas-Fort Worth,…
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Texas; Albuquerque-Santa Fe, N.M.; and Paducah, Ky./Cape Girardeau,Mo./Harrisburg, Ill. “Sampled homes in all markets will be mailed a short questionnaire seeking answers on media equipment ownership and general viewing patterns,” the council said. “We need to learn whether expanded media-related equipment ownership can be obtained from diary samples, whether return-path data can improve diary measurement and how much ‘TV program’ viewing is done now … in what are currently defined as ‘non-TV homes,'” said Ceril Chagrin, executive vice president of Univision Communications and chairman of the council’s Sample Quality Committee.