Publisher's Synopsis
Excerpt from Application of a Flexible System to Retrieve, Manipulate, and Display Information From a Stable, Questionnaire-Oriented Data Base to Social Science Research
In making decisions about how resources should be allocated to advertising media, managers often need information about the interrelation ships between the consumption of various goods and the consumers' media habits (what magazines he reads and what television shows he watches, for example). In an attempt to help answer some of these questions w. R. Simmons and Associates Research has for years conducted extensive surveys of the demographics, consumption patterns and media habits of a consumer panel, as well as some psychographic information. This data is collected onoeeach year and the data is tabulated into a number of reports which are supplied to many advertising decision makers.
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