Abstract:

The Danish Multi Media Index (DMMI) contains a wealth of information on all important aspects of media published in Denmark. This paper describes the methods of the measurements conducted for the individual types of media as well as the highly detailed back- ground information which is collected on a single-source basis, i.e. from the same respondents. The information contained in the DMMI is used via MaWin, a dedicated Windows program which ensures that all types of information and analysis can be used, even by users without much experience.