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The analytical potentials of survey trend data from market research : the case of German media analysis data

Die analytischen Möglichkeiten von Trendumfragen aus der Marktforschung: der Fall der Media-Analysen
[journal article]

Hagenah, Jörg; Meulemann, Heiner

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Abstract 'Der Aufbau und die Inhalte der Media Analyse, einer Wiederholungsbefragung der Marktforschung zur Mediennutzung wird beschrieben. Danach wird das analytische Potential dieser Daten an der Frage illustriert, ob die Einführung des Dualen Rundfunksystems nach 1984 die Präferenz der Bevölkerung für TV gesteigert hat - was in der Tat zutrifft.' (Autorenreferat)

'The design and the content of the Media Analyse, a repeated survey of media use for the purposes of market research, are described. Then, the analytical potential of these data is demonstrated by examining the question whether the introduction of the Dual Broadcasting System in Germany after 1984 has increased the preference for TV in the population - which indeed it has.' (author's abstract)
Keywords Federal Republic of Germany; utilization; survey research; dual system; trend; television; longitudinal study; market research
Classification Research Design
Method descriptive study; basic research; development of methods
Document language English
Publication Year 2009
Page/Pages p. 49-61
Journal Historical Social Research, 34 (2009) 1
ISSN 0172-6404
Status Published Version; peer reviewed
Licence Creative Commons - Attribution-Noncommercial-No Derivative Works