Media researches. General parameters.


Research companies are not able to question the whole population when performing researches of TV audience. The reasons are evident: lack of time and/or money. Therefore research companies question not the whole population, but specially selected people (respondents). With the help of special formulas enough reliable data are generated about the views of the audience on these or those TV products and separate TV channels. With the help of received ratings the price of advertising in the market is identified.

In Kazakhstan, as well as in many countries of the world, the ratings composing are ordered by the United Industrial Committee. It consists of official members who are first of all the owners of mass media and advertising agencies. Advantage of such a form of researches organization is as follows: controllable coefficient of the price to researches quality, financial transparency and controllability, involvement of all the parties concerned, qualified expertise of all the stages and aspects of the research.

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