The people in the people meter debate
Article Abstract:
Two media ratings companies, BBM and Nielsen, are competing in the market to measure TV audiences in Canada using people meters. However, industry discussion on the people meter system usually focused on the meter technology itself and who will control the ratings system instead of the quality and the validity of the research data. Among the important factors to boost the accuracy of the people meter system are the size and quality of the sample of respondents in the panel, the maintenance of the sample, the reporting guidelines, the weighting procedures and data editing decisions.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 1998
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It's different on the Coast
Article Abstract:
British Columbia's marketing environment prevents proven marketing research that works in the rest of Canada to the same in the province. A large proportion of residents of Greater Vancouver fall into the visible minority category, which makes it impossible for an eastern-based marketer to penetrate this market. The same overall ratings by different cultural groups of a TV ad may have different meanings and result in different purchase behaviors. As such, category norms used elsewhere in Canada fail to describe advertising performance in British Columbia.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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Getting on with a game plan
Article Abstract:
Canada's marketing research services needs a new game plan so it can influence world marketing research. The country has the skills to help formulate strategies that can finance and improve the industry. The profile of the profession can be improved by working with the government to help Canadian export businesses and brands internationally. The opportunity to influence its part of the 'Rest of the World' against US brand imperialism exists.
Publication Name: Marketing Magazine
Subject: Business, international
ISSN: 1196-4650
Year: 2000
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