A new approach to readership surveys

Date of publication: June 15, 1960

Author: William Bishop

Abstract:

The survey which the weekly Paris-Match and the monthly Marie-Claire placed with Dorset&Co in 1957 had as its object to measure the household expenses of their readers and to compare them with the average expenses of French households. Seen from that angle, the proposed survey implied an absolutely representative selection of interviewees and a link with an organisation having already effected a survey on household expenses of French families. Here is how these two points were solved.

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