How does MRI measure Sunday and weekend newspaper readership?
Starting with a pre-list of national newspapers with Sunday and weekend editions as well as the local Sunday/Weekend newspapers in the area of the interview, the interviewer inquires whether or not the respondent has read them in the last 4 weeks; the respondent is also invited to tell the interviewer any other Sunday or weekend newspapers he or she has read during the same period. For any Sunday or weekend newspapers read in the last 4 weeks, the respondent is then asked about frequency of readership (on average, out of four issues published, how many issues does he or she read) and whether or not the publication was read the most recent Saturday or Sunday (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.
