Abstract:

Within the last 5 years a whole range of research methods, data processing systems and communication techniques, available from various sources and countries, have been designed or duly acquired, and carefully Implemented in the Arab World, bringing-up the state of Media Research in many aspects to comparable levels in the West. The most important aspects and tools are: 1. improved research procedures from questionnaire design, through fieldwork and final reporting; 2. the introduction of calibration models for the audience of periodicals; 3. the introduction of completely new Media Services: TV Panels; 4. the implementation and full use of comprehensive Advertising Media Planning Systems. This paper will review the most recent developments In media research which is considered as the main source of information on the classification and ranking of media in the region.