Abstract:
Media research in different countries should be more similar than it is. The variety is due to the different scales on which research can be afforded and to the different media available for advertising and hence the incentives for commercial research. Until it develops techniques closer to measuring advertising effectiveness, and not just exposure, no motive to make media research more uniform will be powerful enough to change this pattern. But there are examples of common techniques (TV meters plus diaries, long self-completed media and product questionnaires) and methods will continue to be imported. This paper struggles against these difficulties. It tries to explain why they exist and why change is slow. But successful exchanges do take place and some are mentioned. And some developments in Europe which may be of general interest have been selected for brief description.
Research Papers
Integrated media research and systems
Catalogue: ESOMAR/WAPOR Congress 1967
Authors: Simon Broadbent, Susanna Segnit
 
August 1, 1967
Research Papers
Can informant claims on product purchase made at an interview be used for media planning?
Catalogue: ESOMAR Congress 1968
Authors: Simon Broadbent, Peter B. Mooney
 
June 15, 1968
Research Papers
Media research
Catalogue: Market Researchers Look At Advertising: A Collection of ESOMAR papers 1949-1979
Author: ESOMAR B.V.
 
June 15, 1980
