PT  - JOURNAL ARTICLE
AU  - Henry Assael
AU  - David F. Poltrack
TI  - Consumer Surveys vs. Electronic Measures For Single-Source Data
AID  - 10.2501/JAR-42-5-19-25
DP  - 2002 Sep 01
TA  - Journal of Advertising Research
PG  - 19--25
VI  - 42
IP  - 5
4099  - http://www.journalofadvertisingresearch.com/content/42/5/19.short
4100  - http://www.journalofadvertisingresearch.com/content/42/5/19.full
SO  - J Advert Res2002 Sep 01; 42
AB  - MRI viewing data were compared to Nielsen ratings across 84 programs to determine whether one system could serve as a single-source surrogate for the other. Exposure to TV Program was determined among owners/users for 17 categories identified by both MRI and NTI, constituting single-source data. Since these categories were common to both MRI and NTI, this allowed a test of the comparability of each system on a single-source basis. The findings showed that MRI and NTI are reasonable surrogates on the absolute level of program viewing on a product-specific basis. But they are poor surrogates when it comes to the relative performance of a program compared to the total population by product category. Since relative performance of a program for a user/owner group is an important criterion of media selection, this raises questions about whether one system can be regarded as a single-source surrogate for the other. Possible reasons for these disparities are explored.