New research results require methodological change

Date of publication: June 15, 1980


Coverage findings can be manipulated depending on the choice of pre-coded response models. The relationship between response and sorting pre-choice alternatives leading to a "yes" or "no" decision has a particular influence here. Internationally, this decision is apparently made quite arbitrarily without any tests using an outside criterion which might at least be termed relatively reliable. The coverage ascertained by original-issue tests is suggested for the print media, and a model of the kind of technical measurements made in blest Germany is suggested for television audience research. As an economic procedure for a transition from media to advertising contact the use of categories concerning using frequency of the media is recommended.

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