Direct questions on reading habits

Date of publication: June 15, 1962

Abstract:

To know the behaviour of an individual by means of interview, questions can be asked either about his recent behaviour or about his habits. But if questions on habits are currently used in market surveys on consumer goods, they are practically excluded from media audience surveys.... in which for a long time a preference has been given to questions related to the respondent's recent behaviour. The purpose of this paper is to show that by asking direct questions on reading habits in media audience surveys, it is possible, in certain cases, to find a simple solution - if not a precise one - to problems for the solution of which the current techniques, based on the study of the reading behaviour, are seriously inadequate.

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