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Problems of Media Research: The Readership Survey of the Institute of Practitioners in Advertising

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  • M. A. Abrams

Abstract

Gedurende 1956 werd door het Institute of Practitioners in Advertising een onderzoek ingesteld naar het lezen van nieuwsbladen en tijdschriften in Engeland. Met behulp van een steekproef werd van 16000 personen boven de 15 jaar ter zake de gewenste informatie verkregen. Om practische redenen werd een stratijicatie toegepast op basis van socio‐economische factoren: de namen van de te ondervragen personen werden ontleend aan de verkiezingsregisters. Bij het interview werd een fotografie van de volledige titel van elk blad getoond. Teneinde systematische afwijkingen van het geheugen door vermoeidheid als gevolg van het interview te elimineren, werden 96 verschillende volgorden van de bladen toegepast: dit roteren bleek van grote invloed op de antwoorden te zijn. De gemiddelde Britse volwassene leest elke dag twee nieuwsbladen, (op Zondag minstens twee), voorts drie weekbladen en één maandblad.

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  • M. A. Abrams, 1957. "Problems of Media Research: The Readership Survey of the Institute of Practitioners in Advertising," Statistica Neerlandica, Netherlands Society for Statistics and Operations Research, vol. 11(2), pages 63-76, June.
    • Handle: RePEc:bla:stanee:v:11:y:1957:i:2:p:63-76
    DOI: 10.1111/j.1467-9574.1957.tb00020.x
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