Magazine article Folio: the Magazine for Magazine Management

MRI Makes Sampling Changes

Magazine article Folio: the Magazine for Magazine Management

MRI Makes Sampling Changes

Article excerpt

After two years of planning, Mediamark Research Inc. will increase the sample size of its annual syndicated study by 50 percent in an effort to stabilize sampling error. The company had come under fire from some magazine clients, notably Conde Nast Publications, for data on certain titles that varied greatly from year to year.

The change in the sample size of the current 20,000 adult respondents will be implemented in increments of 2,500 more respondents each year over the next four years. MRI chairman and CEO Alan Tessier says the company is exploring options to reach 30,000 sooner than that. But senior vice president/research director Julian Baines says that four years are probably needed to recruit, hire and train the extra field interviewers the plan requires. "We have to ensure the increased workload can be handled by quality interviewers and that the newly trained will be capable of handling a study of our complexity. …

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