Towards a new view of evaluation

Date of publication: June 3, 2007

Catalogue: WM3 2007

Abstract:

Determining 'quality' in media research often assigns much influence to survey response rates. Increasing scientific evidence suggests a more sophisticated viewpoint about survey quality is needed. An alternative framework for evaluating the quality of media research studies, involving placing the importance of response rates in a broader perspective, will be presented. Based on a large number of surveys involving many topics, this work will enable users of media research to evaluate the quality of data in a more sophisticated fashion.

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