This paper explains the use of the MRC (Media Rating Council) Minimum Standards as evaluation criteria for different types of media measurement including the special consideration given before using them for site centric measurement.
This report describes a new framework for ARF audits of media audience research surveys. The goals of the new framework which is called âThe ARF Audit of Proceduresâ are to expedite and standardise the auditing process and reporting and to provide a separate, improved organisational and conceptual framework for use, evaluation, and interpretation of audit findings.
The purpose of this report is to outline policies and procedures for the management and implementation of audits conducted under The ARF Audit of Procedures for audience research studies. The Policies Report presents the overall plan for ARF audits. This Implementation Report is concerned with the application of the plan.
A major and well-known "tool of our trade" is the collection of information through observation. The major applications of observation as an information-collection method may be classified into the categories of the audit, coincidental recording devices, and a general classification, direct observation. In this study we evaluate data which are obtained by audits which are performed on both distributors and consumers. The evaluation is performed from the point of view of a user of research. When we compare audit data with actual data, we will find a data bias. In this study the sources of data bias which may occur when audit data are used are carefully investigated. Empirical data are used to pinpoint the effects of a nonresponse bias in audit data. An informal analysis shows that the non-response bias is correlated with the factor price.
In the course of preparing a paper that would do justice to the chosen title, one becomes conscious of how broad and relatively unexplored the subject is. The issue of how to get market research used by decision makers has not been a popular topic among researchers. In such a situation, one might forgive the writer who chose to shake the conventional wisdom by putting forward his own prejudices, following this with a debate that merely revealed the prejudices of others. But this would not be progress and will lead to no action. I have chosen, instead, to approach the subject by investigating two areas in market research where some researchers have made substantive progress in implementing market research. The two areas are those relating to continuous market research - panel and audit data, and ad hoc research.
At the beginning, perhaps a few general comments are in order. All of us recognise the end purpose of our efforts in the area of physician typology. It is to identify those segments of the physician population which contain our best customer prospects. In the same process, of course, we are attempting to find means of screening out those physicians who are poorer prospects for prescribing our products. If our search for such criteria is successful, we shall then be able to improve the efficiency of product promotion by focusing in the directions of optimal prescribing potential.