Aided recall media research

Date of publication: June 15, 1959

Abstract:

The use of recall aids as a stimulus to the memory of informants has been most highly developed in media research, and it is from this field that I draw the two examples which I wish to discuss today. The I.P.A. National Readership Survey is a continuing survey, that is to say, fieldwork goes on continuously with each quarter's sample being a self-contained sample in itself. The survey has been carried out for more than three years now and well over 50,000 interviews have been taken, so that there is a considerable body of data to study.

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