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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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Citation

Brown, M. M. (1984a, June 15). Tailoring media research to users' needs. ANA - ESOMAR. Retrieved May 09, 2025, from


https://ana.esomar.org/documents/tailoring-media-research-to-users-needs