According to the Australian market research company Roy Morgan’s New Zealand office (www.roymorgan.com), some 80.2 percent of New Zealanders over the age of 14 read or access a newspaper each week. In addition, some 59 percent read or access a magazine in print, on the Web, or via an app.

If you were working for a New Zealand newspaper and magazine publisher and wanted the market research company to focus on the spread of print, online, and app access to your products, which of their services would you choose and why? How would you typify the research that you have chosen?