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Research papers

Audience measurement in the 'dual economies' of poor countries

The paper introduces the 'duality of economies' prevailing in developing countries such as Pakistan, and the general implication for advertising and media research. The co-existence of two management cultures and modernity amidst poverty creates...

Catalogue: ESOMAR/ARF WAM Conference 2002: Television
Authors: Mansoor Khan, Ijaz Gilani
Company: Gallup Pakistan
June 9, 2002
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Citation

Khan and Gilani (2002a, June 09). Audience measurement in the 'dual economies' of poor countries. ANA - ESOMAR. Retrieved April 30, 2024, from


https://ana.esomar.org/documents/audience-measurement-in-the-dual-economies-of-poor-countries