Abstract:

Over recent years, our company has been engaged in several readership studies both by personal face to face and by telephone methods amongst businessmen in general and amongst specific target groups of businessmen. In the following, I should like to describe the principles we applied when we tried to adapt the standard readership questions in use in the United Kingdom for the telephone interviews; present some results by comparing as far as is possible readership levels of the same publications and amongst similar universes obtained by either method, and draw some general conclusions. I should like to make clear that the following is in no way a report on a series of studies of any planned experimental character but rather a pooling of our experiences related to the subject.