Newsweek Media Research Index
General Research: Audience Research
1961 - W.R. SIMMONS FOR FIELD ENTERPRISES - A COMPARISON
OF ESTIMATES
As part of a study of newspaper reading in
Chicago, a test was made of the nights-at-home formula.
Estimates from the formula for one- and two-call respondents
were compared to the results of the six-call survey.
1990 - STATISTICAL RESEARCH, INC. FOR THE YELLOW PAGES
PUBLISHERS ASSOCIATION
- YELLOW PAGES NATIONAL USAGE STUDY
National yellow pages usage research conducted annually. Based
on over 10,000 telephone interviews conducted among adults in a
random digit dial sample of telephone households. This
research provides estimates of total usage of the yellow pages,
and usage for 100 product/service categories by demographics;
and among purchasers, estimates of percent looking at ads,
incidence of new customers reached and dollars spent. The
perceived importance of yellow pages versus other media is also
measured. Conducted since 1984 for the National Yellow Pages
Service Associates, and the American Association of Yellow
Pages Publishers, organizations now merged into the Yellow
Pages Publishers Association.
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