13 Danish magazines are looked at as branded goods with perceptions and images that can be measured among the consumers. They are competitors, although the editorial content varies between women- family- and TV-magazines. Can these magazines be positioned along some dimensions in the same perceptual map? In 1986 AIM conducted interviews, based on associative question technique and correspondence analysis, the media profiles on 10 editorial attributes were plotted in one perceptual map.
The present paper describes a sampling procedure, which has been especially developed with the purpose of having local daily newspapers with widely different circulation represented in a study which can also be reported as a national probability survey, covering readers of magazines, national newspapers , etc. The sampling plan has been developed in Denmark in co-operation between the Danish Media Committee (DMK) and AIM Research.
Implementing social indicators is a new approach to estimate the well-being of a population. One of the focal concerns is the public security and administration of justice. The number of reported crimes is declining in Denmark more people are afraid of going out in the evenings and walking alone. The argument is that the statistics do not indicate the real level of crime because not all crimes are reported to the police. Studies of victims of crime can help estimating the dark figure of crime and identify groups with high and low victimisation rates. Two victim surveys have been carried out with representative samples of the Danish population aged 15 years and more.