Online administration of a print audience measurement study
Abstract:
This paper is an update to the one submitted to the previous WAM conference in summer, 2003. Since that time, Millward Brown IntelliQuest produced a web-based survey for measuring print audiences. The study will be released commercially in fall, 2004. Results from the first wave of fielding the new study were compared statistically to the results of the 2003 test. Audience measurements are highly correlated to those of the test. On average, the magnitude of audience measurements is higher than with the paper versions of the test but is lower than those from the web versions of the test.
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