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| Author: | Boon, A. K. den |
| Title: | The reliability of television audience ratings (Nachrichtentechnik) |
| Journal: | Marketing and Research Today
1994 : NOV, VOL. 22:4, p. 255-268 |
| Index terms: | |
| Freeterms: | MEDIAFORSCHUNG, NACHRICHTENMITTEL, NIEDERLANDE |
| Language: | eng |
| Abstract: | Television audience ratings are the most important factors in evaluating stations and programmes. In this paper the television audience research is considered to be a measurement instrument of which the reliability and validity can be assessed. The impact of various factors is taken into account, both separately and simultaneously. The reliability of the Dutch audience research is found to be inadequate for the evaluation of daily rations of programmes. It turns out to be adequate for the evaluation of large campaigns with medium or high average ratings. |
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