The pros and cons of using GPS in outdoor research

Date of publication: June 20, 2003

Company: GfK Group

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.

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