Survey samples for place-based media research

Date of publication: June 15, 1997

Company: Nielsen

Abstract:

Today’s environment has increased the need for advertisers to reach consumers outside the home. This has contributed to the growth of place- based media. Audience estimates for traditional media have historically been based on probability based sampling methods and have allowed users of the estimates to make inferences with this assumption. Audience estimates for place-based media require unique approaches to achieve probability based samples. This paper will provide examples of design and selection of survey samples for place-based media research.

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