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13.4 The publication stage of audience research

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Published on Apr 9, 2010

Media audience research data is delivered electronically by media bureaux, which offer the advantage of easy analysis. Standard terms have been developed over time and an up to date knowledge of these is important. For advertising research timing is crucial and safeguards must be taken to assure report quality in the time constraints. Interim written reports from the researcher should eliminate misunderstandings. In the case of quantitative data, one risk is that of having too many documents to read.

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