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Measurement and definitions are inseparable

We cannot measure properly, if we don’t know what we want to measure. It sounds so simple and it looks boring to pay attention to the issue of definitions in media and market research. But we run into useless discussions if we do not understand...

Catalogue: Seminar 2016: Media Return on Investment
Author: Leendert van Meerem
June 15, 2016
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Citation

van Meerem, L. (2016a, June 15). Measurement and definitions are inseparable. ANA - ESOMAR. Retrieved May 14, 2024, from


https://ana.esomar.org/documents/measurement-and-definitions-are-inseparable