Modelling audience data for newspapers local editions media-planning

Since January 1999, magazine readership surveys in France have been using the CAPI double screen system. The researchers use a micro computer that asks the questions, handles the random order and filters, and logs the answers. It is connected to an electronic laptop that presents the respondents with the magazine mastheads and answer cards. This article explains why the AEPM adopted this system and provides the initial readership survey interview data gathered between January and June 1999.

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