The holy grail at a bargain basement price?

Date of publication: November 11, 1996

Abstract:

This paper reports on AGB’s introduction of a new single source type survey into the New Zealand and Australian markets. Combining the industry accepted currencies of TV viewing and print readership the New Zealand model adds a product consumption diary to allow marketers to analyse and reach buyer-graphic targets. The product, Panorama, reopens the fusion debate. Even the world’s most successful single source surveys have failed to stand the test of time and it is inevitable that fusion must be at least an evolutionary step in the direction of the Holy Grail.

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