NRS Breakfast Launch

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Readership in 2004 and beyond: 

Readership in 2004 and beyond Review of global practice in readership research Developments in the New Zealand National Readership Survey Panel Q&A Session

Readership in 2004 and beyond: 

Readership in 2004 and beyond Review of global practice in readership research Developments in the New Zealand National Readership Survey Panel Q&A Session

Key Points: 

Key Points The NZ NRS is consistent with global practice in readership research 2004 will see significant enhancements: increased sample size more up-to-date reporting advanced technology The changes to the NRS will put New Zealand at the forefront of readership research developments Continued development through an evolutionary process.

Some Key Benefits: 

Some Key Benefits Continued confidence in the readership currency Enhanced research information for print planning decisions Complex analysis and planning made easier through new software

Worldwide Readership Research: 

Worldwide Readership Research A bi-annual review of readership methodologies from around the world The 2003 review covered 67 surveys from 52 countries

Worldwide Readership Research: 

Worldwide Readership Research Compares readership surveys on a number of key criteria: Method of interview Data capture method Interview length Title recognition Sampling approach Readership questions

Method of Interview: 

Method of Interview Face-to-Face is still the main interviewing methodology used (76%) The NRS in New Zealand will continue to use this preferred methodology Only 12% are using a telephone methodology and 12% self-completion to measure readership

Data Capture Method: 

Data Capture Method Data Capture Pen and paper 79% Telephone 9% CASI 1% Mixed 3% CAPI 7%

Title recognition: 

Title recognition Dominance of mastheads for title recognition (52 surveys out of 67 use mastheads) Typescript titles are used by only 7 surveys 8 surveys are by phone and titles read out

Length of Interview: 

Length of Interview Length of interview 50 minutes or more 39% 35 – 49 minutes 25% 20 – 34 minutes 24% Under 20 minutes 6% Not answered 6% Current length of NZ survey

Sampling Approach: 

Sampling Approach Probability sampling methods are used by 60 out of 67 surveys – including the NZ NRS Quota sampling methods are used by only a small minority

Readership questions: 

Readership questions Majority of surveys use the disclosed method for readership questions (including NZ) i.e. For a daily newspaper: “Did you read or look into this publication yesterday” Minority of surveys use the undisclosed method for readership questions i.e. For a daily newspaper: “When did you last read or look into this publication”

So what is global practice?: 

So what is global practice?

Readership in 2004 and beyond: 

Readership in 2004 and beyond Review of global practice in readership research Developments in the New Zealand National Readership Survey Panel Q&A Session

Let’s look at the background: 

Let’s look at the background

NMR Readership Survey - one of the best in the world: 

NMR Readership Survey - one of the best in the world Over 30 years involvement in readership research Currency for trading print advertising space Accountability through an independent audit process: Auditor appointed by the industry 26 KPIs measured

The brief: 

The brief

Through consultation the NRC prepared the brief: 

Through consultation the NRC prepared the brief More frequent and up-to-date reporting More robust sample sizes Maintain existing readership measures Better and more relevant information to understand readership behaviour Software to provide flexibility and better functionality

2003 research design & deliverables: 

2003 research design & deliverables

2003 methodology & deliverables: 

2003 methodology & deliverables Face-to-face interview with 12,000 individuals aged 10+ Probability sampling for respondent selection Globally accepted questions used to measure readership Mastheads used as prompts Self-completion booklet for product usage information Reporting twice a year on a rolling 12-month sample Microscope databases for customised analysis

Developments for 2004 1) More up-to-date reporting: 

Developments for 2004 1) More up-to-date reporting

Increased sample size to provide more up-to-date reporting: 

Increased sample size to provide more up-to-date reporting Increase in total sample from 12,000 to 15,000 Six-monthly discrete reporting for: Metropolitan newspapers and magazines National weekly newspapers Metropolitan community newspapers 12-monthly discrete reporting for: Regional daily newspapers Regional community newspapers

Developments for 2004 2) Faster report delivery: 

Developments for 2004 2) Faster report delivery

Slide25: 

mCAPI provides faster turnaround mCAPI (mobile Computer Assisted Personal Interview) - replaces paper questionnaire

Benefits of mCAPI: 

Benefits of mCAPI Improved data quality Easier to make changes to questionnaire Faster data processing Better questionnaire flow, shorter interview More professional interview More interesting interview for respondent

Use of mastheads a key component of data quality: 

Use of mastheads a key component of data quality Mastheads provide a quality advantage Better title recognition Reduces title confusion Random presentation removes bias

Developments for 2004 3) Access panel for commissioned research : 

Developments for 2004 3) Access panel for commissioned research

Access panel for commissioned research: 

Access panel for commissioned research Recruited from core survey (expect at least 80% cooperation) Ability to contact targeted respondents for further questioning: reader involvement shopping behaviour readership accumulation More in-depth understanding of readership behaviour through commissioned surveys

Developments for 2004 4) New software for more powerful analysis: 

Developments for 2004 4) New software for more powerful analysis

Comprehensive analysis with powerful software: 

Comprehensive analysis with powerful software Short/medium term - Microscope as base deliverable In addition IMS will be an option for the power user IMS offers existing analysis tools plus options for: Extended reach and frequency analysis Schedule optimisation Cluster analysis Correspondence analysis Ability to analyse trend data Graphing

IMS – Setting the global standard: 

IMS – Setting the global standard IMS is the leading international provider of information systems and solutions for the media industry Over 1,500 clients across the world – including advertising agencies, advertisers, publishers, broadcasters, other media owners and researchers IMS are experts in producing media planning and analysis software to analyse both industry and proprietary research. IMS’ software range includes Crosstab, Reach & Frequency, Correspondence and Cluster

Developments for 2004 5) Improved respondent incentives: 

Developments for 2004 5) Improved respondent incentives

Improved respondent incentives: 

Improved respondent incentives Declining response rate a global phenomenon NMR committed to improving response rates Substantial gifts for quarterly prize draw KPI for response rate = 50% Better response rates = better data quality

Developments for 2004 6) New measurement guidelines: 

Developments for 2004 6) New measurement guidelines

New masthead policy: 

New masthead policy Dual masthead policy has been phased out New policy stipulates: change in title will be indicated below new masthead reference to ‘old’ title carried for a fixed number of issues change in font but not title will involve a straight swap MPA and NRC support this change Levels the ‘playing field’ for all titles

Example of new masthead: 

Example of new masthead

Special issues policy: 

Special issues policy Special editions of magazines will have to satisfy a number of criteria: different content or subject matter (e.g. compendiums) different print run different distribution different price different barcode If any of these conditions is not met the title is measured as another edition and the frequency period is adjusted accordingly

Proposed timeline to launch in 2004: 

Proposed timeline to launch in 2004

We are targeting launch in 2004: 

We are targeting launch in 2004 Q1, 2004 Increased sample – now 15,000 per year Q1, 2004 Extensive pilot study of mCAPI Q2, 2004 Evaluation of pilot and report to Industry Q2, 2004 Launch of IMS Q3, 2004 Full launch of mCAPI Q3, 2004 First 6-month discrete report available

2004 a landmark year in readership research in NZ: 

2004 a landmark year in readership research in NZ

2004 a landmark year in readership research in NZ: 

2004 a landmark year in readership research in NZ The NZ NRS is consistent with global practice in readership research 2004 will see significant enhancements: increased sample size more up-to-date reporting advanced technology The changes to the NRS will put New Zealand at the forefront of readership research developments Continued development through an evolutionary process.

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