Newspapers: Methodological Research

Newsweek Media Research Index

Newspapers: Methodological Research

1981 - JEREMY D. SPRAGUE, CRESMER, WOODWARD O'HARA & ORMSBEE - EXAGGERATED AND UNDERSTATED NEWSPAPER REACH - JAR, DECEMBER 1981

Discussion of two input problems in making newspaper reach estimates based on beta formula: (1) use of 1-issue and 2-issue estimates percentaged on a population base for a broader area than the newspaper circulation area, leading to overestimating net reach; (2) use of 1-issue and 2-issue estimates for morning/evening newspaper combinations as if they were one newspaper, leading to underestimates of net reach.

1982 - MARK MATTISON, KNIGHT RIDDER - TECHNIQUES FOR DEVELOPING NEWSPAPER AUDIENCES - JAR, APRIL/MAY 1982

Report of test in Macon, Georgia ADI to compare newspaper audience turnover rates obtained by a two-interview technique vs. a one-interview technique. Study found that the two-interview method provided higher turnover rates and larger accumulated audiences than the single interview method.

1983 - JEREMY D. SPRAGUE, CRESMER, WOODWARD O'HARA & ORMSBEE - ESTIMATING NEWSPAPER TURNOVER RATES - JAR, JUNE/JULY 1983

Analysis of newspaper turnover rates data from 1980 Three Sigma newspaper study; showed that turnover rate is related (r = -.976) to each newspaper's percent coverage in the SMSA, and not to market size, time of delivery (morning vs. evening) or demographic group. Article provides basis for estimating turnover rates, when not reported in audience study.

1984 - RANDOLPH S. BROWN, SMRB - TELEPHONE VS. PERSONAL INTERVIEWING: EFFECTS ON MEDIA RESEARCH - FROM 1984 ARF RESEARCH QUALITY WORKSHOP

Report of test comparing newspaper audience estimates obtained by telephone interviews vs. personal interviews with the same sample. The "progressive step" questioning method was used in both interviews to obtain yesterday reading. Study found that the telephone interviews resulted in higher audience levels overall, particularly among less educated and less affluent respondents.

1990 - ARF - ARF GUIDELINES FOR NEWSPAPER AUDIENCE STUDIES

Prepared by ARF's Newspaper Audience Research Council, this report provides guidelines for planning, conducting and reporting newspaper audience studies. It includes specific recommendations concerning the wording and sequence of newspaper readership questions; and the calculation of response rates. These guidelines are relevant for both custom and syndicated research, by telephone or personal interviews. This report is an update of the 1986 guidelines.

1990 - G. CLEVELAND WILHOIT AND DAVID H. WEAVER - NEWSROOM GUIDE TO POLLS AND SURVEYS - INDIANA UNIVERSITY PRESS

Guidebook concerning newspaper surveys and polls to help newspaper personnel understand polls, analyze findings and write reports. Subject covered include: questionnaires, interviewing procedures, sampling, types of survey findings, and reporting of survey findings. A good primer. Commissioned by the News Research Committee of the American Newspaper Publishers Association. Originally published in 1980.

Browse the Newsweek Media Research Index by...

Media Category
Type of Study