Can informant claims on product purchase made at an interview be used for media planning?

Date of publication: June 15, 1968


The purpose of the work upon which this paper is based was to examine the implications, for the immediate purposes of current media planning in the United Kingdom, of an important experiment reported to the ESOMAR-WAPOR Congress 1967. We owe a particular debt of gratitude to John Parfitt and to Attwood Statistics Limited, who prepared for us a special punch card pack based upon their original data. Without their interest and collaboration it would not have been possible to continue this investigation.

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