In measuring print media audience sizes using self-administered paper questionnaires two types of biases have been documented or suggested in the literature: positional biases and title confusion bias. This paper contributes to the literature by simultaneously addressing two types of positional biases and title confusion bias and assessing their impact upon screen-in rates and weighted reading frequencies. We also show how these biases can be minimized through the use of a web-based questionnaire design.
Symposium: 2001: Venice, Session 5 - Data Collection Whats New?
Authors: Appel, Valentine, Graham, Barbara, Incalcatera, Tony, Melton, Eric, Vriens, Marco
Organisations: Consultant, Millward Brown IntelliQuest
Topics: Questionnaire Design