Divide and unite: splitting the summoscanner and data fusion

This paper will deal with the latest developments of the SummoScanner, the national readership survey in Holland. The following topics will be presented in the paper:
1. The unsuccessful attempt to limit the number of publications measured in the SummoScanner to a maximum, by denying access to new titles. This was prohibited by anti trust legislation.
2. The declining willingness of the public to participate in (lengthy) survey research. It was demonstrated by analyses in cooperation with the University of Amsterdam that attempts to stop the declining response rate had a negative effect on the overall level of print readership outcomes.
3. The test SUMMO is performing to deal with the problem of questionnaire overload by splitting the measurement of print media in two halves and then merging the data afterwards by means of a data fusion.

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