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Can discussion between European and American media researchers contribute to overcoming methodological deadlocks?

Date of publication: March 1, 1979

Catalogue: AMA/ESOMAR Conference 1979: It Won't Work Here

Authors: Friedrich Tennstadt Noelle-Neumann, Rüdiger Schulz, Friedrich W. R. Tennstädt

Abstract:

Small details in questionnaire construction, especially pre-coded answer categories, can easily manipulate the measurement of readership figures. Under these circumstances it is a central concern to find a yardstick to measure which readership figures come closest to reality. Is there anything better than testing readership with the editorial interest method, in an operation parallel to the main survey, and then developing the questionnaire construction of the main comparative media survey until the readership figures match the values found with the editorial interest method?

Friedrich Tennstadt Noelle-Neumann

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Rüdiger Schulz

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Friedrich W. R. Tennstädt

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Noelle-Neumann, Schulz and Tennstädt (1979a, March 01). Can discussion between European and American media researchers contribute to overcoming methodological deadlocks?. ANA - ESOMAR. Retrieved April 23, 2024, from


https://ana.esomar.org/documents/the-interaction-between-media-technology-and-youth-6787