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Research papers

Localizing TAM to meet industry's needs utilizing mixed methodology in the Chinese TV market

This paper attempts to discuss how we can best describe the Chinese TV audience and meet industry's needs by utilizing mixed methodology - such as the use of PeopleMeter technology and diary method.Proposed here is a way of 'localizing' the global...

Catalogue: ESOMAR/ARF WAM Conference 2003: Television
Authors: Makiko Taniguchi, Matt Brosenne, Paul Wang
Company: KANTAR TNS Malaysia
June 17, 2003
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Citation

Taniguchi, Brosenne and Wang (2003a, June 17). Localizing TAM to meet industry's needs utilizing mixed methodology in the Chinese TV market. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/localizing-tam-to-meet-industry-s-needs-utilizing-mixed-methodology-in-the-chinese-tv-market