MRG Conference To Tackle Electronic Measurement
The Media Research Group’s one day conference will take place next week with speakers including Wireless Group chairman, Kelvin MacKenzie, and RAJAR’s managing director, Jane O’Hara.
The contentious issue of radio audience measurement will be high on the agenda following RAJAR’s recent decision not to introduce electronic meters, despite claims from some in the industry that its current diary system is flawed (see RAJAR Says ‘No For Now’ To Electronic Measurement).
MacKenzie has been highly critical of the decision and has recently launched his own electronic measurement survey using the Radiocontrol wristwatch device to measure both television and radio audiences (see New Study To Shake-Up Audience Measurement?).
Other speakers at the event, which takes place in London next Wednesday, include BARB’s research director Tony Wearn, the National Readership Survey’s Steve Millington and Granada Media’s research consultant, Ivor Millman. Leading research agencies such as Ipsos, NOP and Continental will also showcase a range of new methodologies and applications.
Commenting on the event, MRG chairperson, Christina Hartley, said: “For 2003, we have one of the best line-ups yet. The past couple of years have seen our industry surveys come under more scrutiny and given more press coverage than ever before. And rightly, the MRG seeks to give the research professionals, those who know both the technical implications as well as the commercial ones, a forum for these debates.”
Earlier this week the IPA announced details of a new research initiative that will provide the industry with a single source media survey. The body’s research director, Lynne Robinson, promised the survey would collect usage data on as many communication channels as possible and would be a central hub for merging industry currencies (see IPA Research Initiative Proposes Cross Media Survey).
MRG: www.mrg.org.uk
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