Intermedia Research: Methodological Research

Newsweek Media Research Index

Intermedia Research: Methodological Research

1970 - W.R. SIMMONS - A NEW LOOK AT REACH AND FREQUENCY

Comparisons of filter recall vs. through-the-book in terms of frequency distributions and turnover rates for magazines, newspapers and/or TV.

1980 - JOHN R. ROSSITER - POINT OF VIEW: BRAIN HEMISPHERE ACTIVITY - JAR, OCTOBER 1980

Critique of Weinstein, Appel and Weinstein study of brain-activity generated by magazine ads vs. television commercials.

1981 - TIMOTHY JOYCE - ATTITUDE RESEARCH AS A MEASURE OF MEDIA VALUES - ADMAP, DECEMBER 1981

Discussion of attitudes-toward-media measures and their relationship to advertising effectiveness. Review of relevant studies.

1982 - JACK Z. SISSORS - CONFUSIONS ABOUT EFFECTIVE FREQUENCY - JAR, DECEMBER 1982/JANUARY 1983

Discussion of media vehicle frequency vs. advertising frequency. Confusion of these concepts illustrated by 11 effective frequency studies; some measuring advertising exposure, some advertising communication, some vehicle exposure.

1983 - ARF - THE ARF AUDIT OF PROCEDURES FOR MEDIA AUDIENCE RESEARCH STUDIES

Description of new framework for ARF audits of media research surveys; designed to expedite and standardize the auditing process and reporting.

1983 - GORDON LUSTY SURVEY RESEARCH LIMITED, TORONTO FOR THE FINANCIAL POST, FINANCIAL TIMES OF CANADA AND THE GLOBE AND MAIL REPORT ON BUSINESS - THE 1983 SURVEY OF MANAGERIAL AND PROFESSIONAL CANADIANS

Business readership study among managerial and professional Canadians.

1984 - HANS KRATZ, HENKEL, DUSSELDORF, WEST GERMANY - THE RELATIVE POSITION OF MEDIA PLANNING AND THE RELATIVE IMPORTANCE IN MAKING ONE'S OWN RESEARCH AND PLANNING - FROM THE 1984 ESOMAR CONFERENCE, LISBON

Discussion of why West German manufacturer, Henkel, does its own media planning and research. Description of Henkel research conducted every two months, to measure media and product use, and brand awareness and use.

1989 - HUGH F. DOW, MACLAREN: LINTAS, CANADA - DATA FUSION: THE CANADIAN EXPERIMENT - CANADIAN JOURNAL OF MARKETING RESEARCH, VOLUME 9, 1989

Discussion of a Canadian data fusion study ("the first actual North American test of data fusion"), in which television audience estimates from the BBM Bureau of Broadcast Measurement were fused with magazine audience and product use data from the Print Measurement Bureau. Sponsored by the Canadian Media Directors Council. Implemented by IMS based on 1987 data for one market, Toronto. The PMB data base was the "donor survey"; the BBM data base was the "recipient survey"; 87 "linking variables" were used including basic demographics and television usage. Based on analysis of the fused data, the sponsors concluded that fusion was a feasible option. The article provides a clear introduction to the concept and process of data fusion.

1989 - MIKE HESS AND JIM SPAETH, VIEWFACTS - TOWARD INTERMEDIA MEASUREMENT: AN EARLY LOOK AT THE POTENTIAL OF THE VIEWTEL DATABASE - FROM THE 1989 ARF MEDIA RESEARCH WORKSHOP

Discussion of two case studies based on Viewtel panel data in Chicago. These cases illustrate the use of Viewtel for analysis of brand performance and media use.

1990 - VIEWFACTS - VIEWTEL, ADVANCED TECHNOLOGY FOR CONTACT WITH YOUR MARKET

Description of the Viewtel system. Includes report of experience with and findings from the test panel of 1,000 households in Chicago, operating from Spring 1989 through mid-1990.

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