This paper will present a new way of estimating reach and frequency without asking the frequency question or conducting double interviewing. Instead, the sample is segmented automatically by a CHAID-analysis, maximising the differences in reading probabilities among the segments. Typically, many segments are created, individualising the reading probabilities more than when using frequency groups.
Two examples are presented: First, an experiment in which heavy users of the Internet are sampled on the Internet itself. The readers of each â€œInternet paperâ€? are segmented by variables on their use of the Internet including types of sites visited, on their use of other media, on attitudes and on demography. Next, the Gallup Denmarkâ€™s new section readership measuring, being a separate telephone survey calculating reading probabilities of the sections to the readers of the paper in the national readership survey. Finally, the question is raised: Is the frequency question needed at all in readership measuring
Symposium: 1999: Florence, Session 6 - Refining Our Models
Authors: Arnaa, Kristian, Mortensen, Peter S
Organisations: Taylor Nelson Sofres/Gallup, The Aarhus School of Business
Topics: Analysis Issues, Multi-platform Measurement, Survey Descriptions