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

Date of publication: March 1, 1979

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?

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