The use of consumer panels for readership prediction


This paper will pay attention to readership prediction of new magazines based on panel data. First a short description will be given of the panel- method in general and of the way readership data are collected. This will be followed by a short appraisal of the Parfitt/Collins prediction model which has proved to be an accurate method of forecasting brand shares of consumer products over more than ten years. Then the readership prediction model will be dealt with, followed by actual case histories which will illustrate the working of the mode.

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