How does MRI measure daily newspaper readership?
Starting with a pre-list of national daily newspapers as well as the local newspapers published in the area of the interview, the interviewer inquires whether or not the respondent has read them in the last 7 days; the respondent is also invited to tell the interviewer any other newspapers he or she has read during the same period. For any daily newspapers read in the last 7 days, the respondent is then asked about frequency of readership (on average, out of five issues published, how many issues does he or she read) and whether or not the publication was read yesterday (which determines average issue audience). If the respondent qualifies for average issue audience, he or she is asked where he or she read it, and how it was obtained.
