haku: @indexterm Media selection / yhteensä: 118
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| Tekijä: | Assael, H. Poltrack, D. F. |
| Otsikko: | Single vs. double source data for TV program selection |
| Lehti: | Journal of Accounting Research
1996 : NOV/DEC, VOL. 36:6, p. 73-81 |
| Asiasana: | MEDIA SELECTION TELEVISION ADVERTISING PURCHASING CONSUMERS INDIVIDUAL BEHAVIOUR |
| Kieli: | eng |
| Tiivistelmä: | Two methods were used to select TV programs based on product purchasing behaviour - a single-source method and a double-source one. The single-source method, defined as the electronic measurement of TV exposure and purchase behaviour for the same household, relied on Nielsen's Television Index (or NTI). NTI was used for the purpose since it collects both TV exposure data and purchase information for a small number of product categories. Double-source data is defined as the development of a demographic profile from one data source and the application of this profile to TV exposure data from another. Double source data was obtained by using MRI data to develop demographic profiles of heavy purchasers / owners for four product categories that are also collected by NTI. |
SCIMA