This new ESOMAR/GRBN Guideline is for researchers and clients engaged in primary research. It includes all quantitative and qualitative methods that involve direct interaction (such as to get consent) with the data subject, including passive data collection in which the researcher observes, measures or records a person?s actions. It also is meant to provide guidance for those who commission research. Methodologies included but are not limited to surveys, focus groups, in-depth interviews, ethnographic studies and some forms of observational research, including mystery shopping.
This paper is to outline and illustrate where and to what extent market research can become a valuable tool of media planning; it will attempt to describe the basic instruments of media research, the methods applied in compiling this research material and the techniques used for putting it to optimum effectiveness. We will show how the combined results from - readership surveys and - secondary statistical content analyses of magazines provide us with the basic data from which we can map out our media plan for a magazine campaign at an optimal cost/performance ratio.
This paper is to outline and illustrate where and to what extent market research can become a valuable tool of media planning; it will attempt to describe the basic instruments of media research, the methods applied in compiling this research material and the techniques used for putting it to optimum effectiveness. We will show how the combined results from - readership surveys and - secondary statistical content analyses of magazines provide us with the basic data from which we can map out our media plan for a magazine campaign at an optimal cost/performance ratio.