Nielsen obtains ratings of local TV stations in small markets by having households fill out diary questionnaires.

Question:

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

ISBN: 9781260471236

15th Edition

Authors: Roger Kerin, Steven Hartley, William Rudelius

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Question Posted: Jul 24, 2024 03:04 AM

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Nielsen obtains ratings of local TV stations in small markets by having households fill out diary questionnaires.

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Marketing

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