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Research papers

Utilizing segmentation throughout the research program as another means of audience measurement

This paper discusses the steps taken by VH1 Research&Planning to imbue a segmentation study conducted in 1999 into other research tools, including qualitative brand work, ethnographic research and quantitative brand tracking, and using results from...

Catalogue: ESOMAR/ARF WAM Conference 2002: Television
Authors: Colleen Fahey Rush, Danielle N. O'Reilly
June 9, 2002
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Citation

Rush and O'Reilly (2002a, June 09). Utilizing segmentation throughout the research program as another means of audience measurement. ANA - ESOMAR. Retrieved April 29, 2024, from


https://ana.esomar.org/documents/utilizing-segmentation-throughout-the-research-program-as-another-means-of-audience-measurement