Looking East, looking West

Date of publication: October 20, 1998

Abstract:

This paper concerns the planning, execution and communication of the results of Turkey’s first ‘industry’ readership survey. Three sets of problems needed to be resolved. First, Turkish media competition is intense, particularly amongst the principal publishers, and success could only be achieved through a newly-established joint industry committee and subsequent negotiation publisher by publisher. Second, major technical obstacles had to be overcome, as in the lack of sampling frames or of trained interviewers. Third, there was low awareness of the type of data to be produced, of their interpretation and of suitable data delivery software.

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