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.
Research Papers
Know thy customer
Catalogue: ESORMAR/ARF Worldwide Electronic And Broadcast Audience Research 1994
Author: Helen van der Walt
 
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Readers-per-copy revisited
Catalogue: Seminar 1988: Media And Media Research
Author: Michael M. Brown
 
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Research Papers
A comparison of three methods of estimating South African television audiences
Catalogue: ESOMAR/ARF Worldwide Broadcast Audience Research Symposium 1992
Author: Gert Yssel
 
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