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SRI/CONTAM methodological research

Date of publication: June 15, 1992

Catalogue: Seminar 1992: Media Research Meets The Future

Author: Gale D. Metzger

Abstract:

A report on certain methodological research in the U.S.A. is provided. Results from three telephone coincidental studies that were completed in 1986 through 1991 are compared to audience estimates from people-meter measures. Analyses directed at understanding persistent differences by sex/age group are discussed.

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