search query: @indexterm Readership surveys / total: 56
reference: 24 / 56
| Author: | Schreiber, R. |
| Title: | Comment: On Cannon's "Evaluating the Simulation Approach to Media Selection" |
| Journal: | Journal of Advertising Research
1988 : JUNE/JULY, VOL. 28:3, p.59-61 |
| Index terms: | READERSHIP SURVEYS CONSUMER BEHAVIOUR PRODUCTS |
| Language: | eng |
| Abstract: | The importance of demographic data in estimating product usage of any group is examined. Cannon used only one variable to predict product usage in magazine audiences, and his results were not very encouraging. In a 1966 study Green and Stock not only used many demographic variables, but let the data choose the weight to be given to each variable by the use of regression techniques. This early study shows that demographic data can do a fine job of accounting for product usage. |
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