Definitions and Descriptions of Common Research Terms
Ad Perception™ Study
A Readex Standard Ad Readership Study that collects data regarding whether an ad is attention-getting, believable, and informative. More...
Ad Readership Study
This study involves a survey that collects reader feedback on specific ads in the studied issue. It is designed to be a promotional tool for publications. Sponsorship of a study can boost ad sales and cement advertising partnerships. More...
Brand Awareness Study
This study helps support ad sales efforts. Readers are typically asked about their awareness, usage, and ratings of companies. Results usually illustrate that the companies with the highest levels of advertising and sponsorships reap the highest levels of awareness. The data can be shared to emphasize the need for "winners" to maintain high levels of exposure, while motivating companies with lower awareness to ratchet up their efforts. More...
Data Tables
A common format in which survey results are reported.
Maximum Sampling Error
Maximum Sampling Error (MSE) is the ± figure you see associated with surveys. It is based on the number of responses the survey yields. The more responses your results are based on, the more precise those results are. Unfortunately, the relationship isn't linear, instead, in order to cut the MSE in half, you need to quadruple the number of responses. For example, you might see the following statement in a research report: "Results are subject to a maximum sampling error (MSE) of ±5% at the 95% confidence level." This MSE tells you that the chances are 95 in 100 that the results are within 5 percentage points, higher or lower, of the true percentage for the entire population.
Mean
The arithmetic mean is a commonly used term and is usually the one meant when reference is made to "the average." The mean is computed merely by adding the numbers in a series and dividing the total by the number of items in the series. Adding the following nine numbers and dividing by nine, results in mean of 10.
1 + 2 + 3 + 4 + 5 + 6 + 7 + 8 + 54 = 90
90 / 9 = 10
Mean = 10
It should be noted that the value of every item in a series is entered to determine the mean. The extremely small and the extremely large values influence this average. In this example, the value of 54 raises the mean to a figure that is greater than all of the other values in the series. Other types of averages are not so greatly influenced by the value of the extreme items as is the arithmetic mean.
Because the mean is arithmetically calculated, it can be multiplied by the population represented to present a total volume estimate. For example, if these 9 numbers represented expenditures for 10,000 people in a population, the total expenditures for the population is estimated as: 10,000 x $10 = $100,000.
Media/Event Audit
This survey asks key questions about the editorial content (features, columns, departments and even specific content within an issue), items, and directions of a publication. The results help a publication determine what it's doing right and identify the areas in which it can improve. An audit can also be conducted on websites, webinars, live events, and other e-media. More...
Median
A median is the value which lies at the middle of a distribution: that is, 50% of the values are above and 50% below. The median represents the "typical" response and is not influenced by extreme values.
1 2 3 4 5 7 8 9 54
Median = 5
The fact that medians are not influenced by the value of extreme items makes it a useful measure of central tendency. For most distributions, the median will be roughly equal to, or significantly smaller than, the mean. In the example above, the median is 5 - the middle value of the set. Note that this value is not influenced by the value of 54.
Message Impact® Study
A Readex Standard Ad Readership Study that collects data regarding an ad's attention-getting ability, believability, and information value, as well as the actions a respondent took or planned to take as a result of seeing the ad. Comments regarding the message or feeling readers got from the ad are also collected. More...
Non-Response Bias
Non-response bias is the error resulting from distinct differences between the people who responded to a survey versus the people who did not respond. This error cannot be quantified as sampling error can. The higher the response rate of a survey, the lower the risk of non-response bias.
On Target® Study
Readex Standard Ad Readership Study that collects diagnostic data regarding an ad's visual appeal, ease of reading, offering enough information, and clearly communicating benefits. An overall effectiveness rating is gathered, as is a comment regarding what the ad could do to better communicate with the respondent. More...
Online Ad Measurement Study
Readex Standard Ad Readership Study designed to measure key effectiveness areas of online ads and to determine which ad element was most likely to prompt action. Comments regarding how respondents would improve the ad are also collected. More...
Profile Study
When conducted on behalf of a publication, this study is also frequently known as a subscriber study, readership study, or circulation study. A profile study is used to gather a complete and compelling story about the exposure that an opportunity delivers. Profiles can also be conducted on visitors to a website, attendees of webinars and live events, as well as recipients of online newsletters. More...
Red Sticker™ Study
A Readex Standard recall-based Ad Readership Study that collects data regarding whether readers remembered seeing and reading an ad or editorial item, as well as if they found the item to be interesting/useful. More...
Response Rate
The percentage of the people who were invited to respond to a survey that actually returned a usable survey.
Salary Survey
This survey collects salary information, as well as other key professional demographics. Results are used to differentiate the sponsor as a leading provider of industry information, through printed and online articles as well as online calculators that enable visitors to compute average salaries for professionals with similar characteristics. More...
Self-Administered Surveys
Surveys in which the respondent guides him or herself through the survey instrument without the assistance of an interviewer or a moderator. Readex conducts mail and online surveys, both of which are self-administered surveys.
Subscriber Study
Also known as a profile study, readership study, or circulation study, a subscriber study is used to gather a complete and compelling story about the circulation that a publication delivers. Profiles can also be conducted on visitors to a website, attendees of webinars and live events, as well as recipients of online newsletters.