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| Author: | McKenna, W. J. |
| Title: | The future of electronic measurement technology in U.S. media research. |
| Journal: | Journal of Advertising Research
1988 : JUN-JUL, VOL. 28:3, p. RC3-RC7 |
| Index terms: | MEDIA RESEARCH INFORMATION SYSTEMS |
| Language: | eng |
| Abstract: | The 1980s proved that electronic measurement provided considerable opportunities, risks, and rewards. Electronic data capture, data processing and data delivery feed the demand for improved information services. The 198os have brought people meters and improved scanner systems.The significant financial rewards will ensure further rapidly changing research environment in 1990s. |
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