Measurement of OOH audiences

Date of publication: June 20, 2005

Abstract:

This paper provides a contribution to the process of generating databases as applied to outdoor measurement in the situation where budget restrictions disallow the use of GPS systems. The authors review adjustments made, within traditional criteria, to diminish sampling problems. The paper addresses changes in the criterion of substitution of the interviewed person; changes in the selection of samples for CATI; digital maps; and validation.

  • PDF
  • This could also be of interest