Advantage of non-proportional stratified sampling for periodical press readership surveys

Date of publication: June 15, 1973

Company: Demoskopea

Author: Carlo Erminero

Abstract:

These notes explain the method of sampling used for the Magazine Readership Survey carried out in Italy this year (ISPI, 1973 edition). The ISPI survey is a sample survey based on 21,000 interviews. It has been carried out each year since 1966 for the purpose of estimating the number of readers of the weeklies and monthlies of major interest from an advertising point of view. The 1973 survey is of particular interest because it provides concrete evidence of the advantages of using a stratified sample with non-proportional distribution between the various strata.

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