Building a panel from a recent reading database through fusion

The use of the “recall� methodology for Press audience measurement is widely adopted for the good quality of its results and for good cost x benefit relationship. Nevertheless, although very effective for the evaluation of a Newspaper’s performance, it presents important limitations for planning advertising for this medium, since it does not allow the simulation of the campaign results (reach, frequency and frequency distribution). The research using “panel� methodology is an effective alternative, but with high costs for implementation and maintenance, mainly considering the necessary sample size to represent a very fragmented behavior. The present work will delve into a creative alternative for the use of fusion algorithms to build a virtual panel from a group of individual respondents using a “recall� survey. This proposal allows the joining of the advantages of the recall research (practicality and low cost) with the benefits of the “panel� survey (possibility of campaign simulations) preserving the quality of the results.

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