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Web Survey Bibliography

Title Less questions, more data: Revitalizing the european currency in single source affluent audience measurement
Year 2011
Access date 08.03.2014
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Audience research has experienced a growth in the number of media types and titles over the past decades, along with a drop in response rates due to a number of factors including long and boring questionnaires. EMS, the European currency for the affluent population, developed an mixed mode approach to break this downward trend by asking only 50% of all media questions. A complete data set is achieved by data fusion based on Chaidt rees. Every title is modeled by its discriminating variables to reproduce all levels of and relations between titles and relevant target groups. Larger sample sizes are needed when fewer questions are asked, but shorter questionnaires provide higher quality data: we ask less and get more.

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Year of publication2011
Bibliographic typeReports, seminars