Does recall-based audience measurement truly represent the audiences of speech stations?
The subject of this paper is the launch of the first-ever national survey using electronic measurement of radio audiences in the United Kingdom. Throughout the world, the research community is discussing the impact of electronic measurement on the radio market. The Wireless Group shares its experiences with the research community by giving an insight into the results of two research projects and an update on the launch of a survey conducted by GfK Media of national radio stations in March 2003.
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