Marketing and research today (May 1997)

Date of publication: May 1, 1997

Author: ESOMAR B.V.


In the first paper of this issue, the author confirms the opinion of the European Broadcasting Union (EBU1993) that the definition of television viewing and the inclusion of programme appreciation are the two most salient issues left to be resolved in people meter research. Furthermore, this article argues that the closest resemblance to real life is voluntary programme appreciation.

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