Studies in readership

Date of publication: August 1, 1963

Author: ESOMAR B.V.

Abstract:

This study is of very much wider interest than the title might suggest. Although the study was in fact a critical investigation of the methods currently used in the National Readership Survey conducted in the United Kingdom by the Institute of Practitioners in Advertising, it also represents one of the most important and insensitive investigations ever undertaken into the structured personal interview, the basic technique of most market research.

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