Problems of joint sponsored readership survey: A summary

Date of publication: June 15, 1972


My task, then, is to try and talk collectively about the problems of joint sponsored readership surveys on the basis of experience in five different markets, represented by the written papers. I think we might begin by taking a phrase from the Dutch paper which very much summarises what some people feel about joint sponsored surveys: "An inevitable but, we hope, a profitable evil" . 'Evil' in the sense that the sheer task of obtaining cooperation in a survey of this sort can give rise to very real problems, as we shall see, between the co-operating parties; but 'profitable' , we would hope, because in the long run it is better for these co-operating parties to act together than to act separately.

Michael M. Brown


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