A practical approach to sampling for business readership studies

Author: Len J. Marchant

Abstract:

This paper has sought to show that the sampling problems could be overcome efficiently and economically. The identification problems could also be solved if the naive idea that one was after the 'decision makers' were abandoned: a definable group of decision makers who could first be identified and then sampled, is a fantasy which ignores the reality of how commercial concerns operate. With a more realistic approach to classifying the influences which executives exercise on purchasing decisions, there are no good reasons why valid media data relating to commercial purchasing should not become available.

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