Abstract:

This research shows the importance of combining new methods (passive measurement multi-platform), together with classical surveys, to outline that today, internet measurement has a very high error on recall, however surveys are still very important in understanding attitudinal behavior towards different media. This research goes beyond crossing client's internal data with measured behavior. This research demystifies the use of big data, showing how passive measurement and client's data can be complemented and analysed by research specialists, as well as adding traditional surveys.