Using the codes that MRI makes available, how do I compute a radio daypart half-hour average audience?
MRI provides a numeric value for each respondent, indicating the number of half-hours that respondent listened to the radio during that daypart. By adding up the number of half-hours for all respondents, one can arrive at a total number of half-hours listened. One can then divide that number of half-hours listened by the number of listeners to get the average half-hour audience. The steps involved with doing this depend on what software you use to tabulate the MRI data.
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