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Examining the Validity of Audience Accumulation Measures [microform] : A Comparison of MRI and SMRB / John V. Pavlik and Annette M. Gerhart
Bib ID 5439119
Format BookBook, MicroformMicroform, OnlineOnline
Author
Pavlik, John V
 
Online Versions
Description [Washington, D.C.] : Distributed by ERIC Clearinghouse, 1984 
18 p. 
Summary

Concerned with the validity of the audience data reported by two major syndicated magazine readership services--Mediamark Research Inc. (MRI) and Simmons Market Research Bureau (SMRB)--a study examined the differences in MRI and SMRB calculations of reader turnover rates, which form the basis for estimating audience accumulation. Results indicated that the MRI recent reading method of determining audience accumulation tended to produce significantly lower turnover levels than the SMRB two-interview method, but that the differences were contingent on circulation size. MRI turnover levels, for example, were no different than those provided by SMRB for publications with circulations under 500,000. The reason for this finding may have been based on complex interactions of the proportion of in-home to out-of-home readers, the circulation size, and the frequency of reading measure. Since SMRB and MRI defined readership differently, the findings did not indicate which method of determining audience accumulation was most effective. (MM)

Notes

ERIC Note: Paper presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication (67th, Gainesville, FL, August 5-8, 1984).

Reproduction Microfiche. [Washington D.C.]: ERIC Clearinghouse microfiches : positive. 
Subjects Audience Analysis.  |  Comparative Analysis.  |  Evaluation Methods.  |  Media Research.  |  Periodicals.  |  Reading Habits.  |  Reading Interests.  |  Reading Material Selection.  |  Recreational Reading.  |  Research Methodology.  |  Research Reports.  |  Media Use - Readership Analysis  |  Circulation (Publications) - Mediamark Research Inc - Simmons Market Research Bureau
Form/genre Reports, Research.  |  Speeches/Meeting Papers.
Other authors/contributors Gerhart, Annette M., author
Available From ERIC 

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Members of Aboriginal, Torres Strait Islander and Maori communities are advised that this catalogue contains names and images of deceased people. All users of the catalogue should also be aware that certain words, terms or descriptions may be culturally sensitive and may be considered inappropriate today, but may have reflected the author's/creator's attitude or that of the period in which they were written.