13.3 Audience research procedures

Different methodologies are used for each medium. In the UK the main readership survey uses personal interviews, radio listening uses pen-and-paper self-completion diaries. Mechanical devices are used to monitor television, Internet and outdoor audiences. Measurement is moving towards mechanical observation, and technology is now making it possible for all media to be captured by single studies or single devices. Advertising research uses both qualitative and quantitative research to identify and measure impact, emotional involvement, brand recall, image, comprehension, reactions, associations, recognition, appeal and persuasiveness. With powerful data-mining software econometrics has seen a revival. It attempts to isolate and identify the weights and relationships between different variables

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• recognition