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The pros and cons of using GPS in outdoor research

Date of publication: June 20, 2003

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media

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Author: Andrea Mezzasalma

Abstract:

This paper describes the survey designed by Eurisko to measure the reach and the frequency of outdoor advertising in 36 Italian towns and their surrounding areas over a 14-day period. Following the explanation of the whole survey process, this paper focuses on the use of GPS in Outdoor Research, weighing the pros and cons of this collection method compared with alternative techniques such as diaries and phone interviews.

Andrea Mezzasalma

Author

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Research Papers

Modelling and prospects for audience measurement of outdoor advertising using GPS devices

Catalogue: ESOMAR/ARF WAM Conference 2005: Outdoor/Out-of-Home

Authors: Martial Pasquier, Felix Mende

 

June 20, 2005

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Citation

Pasquier and Mende (2005a, June 20). Modelling and prospects for audience measurement of outdoor advertising using GPS devices. ANA - ESOMAR. Retrieved March 14, 2025, from


https://ana.esomar.org/documents/modelling-and-prospects-for-audience-measurement-of-outdoor-advertising-using-gps-devices


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The Canadian experience in developing an outdoor reach & frequency model

Catalogue: ESOMAR/ARF WAM Conference 2003: Out of Home/Ambient Media

Authors: Joanne van der Burgt, Mary E. Falbo

 

June 20, 2003

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Citation

van der Burgt and Falbo (2003a, June 20). The Canadian experience in developing an outdoor reach & frequency model. ANA - ESOMAR. Retrieved March 14, 2025, from


https://ana.esomar.org/documents/the-canadian-experience-in-developing-an-outdoor-reach-frequency-model


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Catalogue: Congress 2013: Think Big

Authors: Thaddeus R. F. Fulford-Jones, Eric H. Weiss

 

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Fulford-Jones and Weiss (2013a, September 26). Using GPS analytics and in-the-moment mobile. ANA - ESOMAR. Retrieved March 14, 2025, from


https://ana.esomar.org/documents/using-gps-analytics-and-in-the-moment-mobile


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Citation

Mezzasalma, A. (2003a, June 20). The pros and cons of using GPS in outdoor research . ANA - ESOMAR. Retrieved March 14, 2025, from


https://ana.esomar.org/documents/using-gps-analytics-and-in-the-moment-mobile