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46 THE AMERICAN MARKETING JOURNAL other research techniques it ought to be pos over 10,000 fifteen minute periods of listen sible to arrive at a measure of the effective ing. A single recorder installation brings in ness of a particular program in developing a complete record of all listening during 168 new users. hours or 672 fifteen minute periods (or 536 when local stations are on the air) at a single The objection which comes most quickly to mind is of course that such a method is installation cost. costly. In one sense it is, in another it is not. Machines do a great many things more The recording instruments do represent a uniformly, more accurately, and more cheap sizable initial capital investment. The operat ly than can human beings. There is no rea ing cost, compared with other methods of son why the process of commercial research gaining the same information, is trifling. The should be entirely immune to mechanization. most extensive coincidental survey made in We already use tabulating machines to as semble and analyze our data. We hope to go the Boston area, to my knowledge, brought in during a single week a record of about
American Marketing Journal – SAGE
Published: Jan 1, 1936
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