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Tailoring media research to users' needs

Date of publication: June 15, 1984

Catalogue: Seminar 1984: Media Research- Does It Really Affect Media Planning?

Author: Michael M. Brown

Abstract:

This paper both demonstrates that (at least in South Africa) media research does influence media planning and also shows the considerable value of measuring (rather than assuming) the needs, satisfactions and dissatisfactions of media data users.

Michael M. Brown

Author

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Authors: Kristian Arnaa, Rolf Randrup, Suzanne Beckmann, Flemming Hansen

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October 20, 1998

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Arnaa, Randrup, Beckmann and Hansen (1998a, October 20). Profiling media users. ANA - ESOMAR. Retrieved April 26, 2025, from


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Masson, P. (1992a, June 15). Meeting media data needs in the age of the Europlanner. ANA - ESOMAR. Retrieved April 26, 2025, from


https://ana.esomar.org/documents/meeting-media-data-needs-in-the-age-of-the-europlanner


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Neumann, T. (1993a, June 15). The needs of the advertisers from media research. ANA - ESOMAR. Retrieved April 26, 2025, from


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Citation

Brown, M. M. (1984a, June 15). Tailoring media research to users' needs. ANA - ESOMAR. Retrieved April 26, 2025, from


https://ana.esomar.org/documents/the-needs-of-the-advertisers-from-media-research