Nielsen Media Research obtains ratings of local TV stations in small markets by having households fill out

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Nielsen Media Research obtains ratings of local TV stations in small markets by having households fill out diary questionnaires. These give information on (a) who is watching TV and (b) the program being watched. What are the limitations of this questionnaire method?

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Marketing The Core

ISBN: 978-0078028922

5th edition

Authors: Roger A. Kerin, Steven W. Hartley, William Rudelius

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