The use of the â€œrecallâ€? 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 Newspaperâ€™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 â€œpanelâ€? 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 â€œrecallâ€? survey. This proposal allows the joining of the advantages of the recall research (practicality and low cost) with the benefits of the â€œpanelâ€? survey (possibility of campaign simulations) preserving the quality of the results.
Symposium: 2003: Cambridge, Massachusetts, Session 6 - Fusion
Authors: Crivellaro, Alexandre, Ferrari, Flavio
Organisations: IBOPE Media Information
Topics: Fusion and Modelling, Panel Research