Because no longer we can take the customer/consumer for granted.

Consumer

4Ps

Marketing Environment

Buyer Characteristics

Buyer Decision Process

Buyer Decision

4 Ps

Product

Price

Place

Promotion

Marketing Environment

Economic

Technological

Political

Cultural

Cultural Social Personal Psychological

Problem Recognition Information Search Evaluation of Alternatives Purchase Decision Consumption Post purchase behaviour

Product Choice Brand Choice Dealer Choice Purchase Timing Purchase Amount

Culture Sub - culture Social Class

Reference Groups Family Roles and Status

Family Life Cycle Occupation and Economic circumstances Lifestyle Personality and self - concept

Motivation Perception Learning Beliefs and Attitudes

Initiator Influencer Decider Buyer User

Complex Dissonance - Reducing Habitual Variety seeking

Problem Recognition Information Search Evaluation Alternatives Purchase Decision

Satisfaction
Actions

Use and Disposal

The total number of different people who

have been exposed to the campaign.

The number of times the audience gets

exposed to the campaign.

The average number of times the target

audience was exposed to the campaign.

The estimated no. of people who have read any issue of the publication within a specified time interval which is equal to the periodicity of the publication. E.g. A person would be counted in the average issue readership of Outlook if he/she has read Outlook in the last one week.

No. of people who claimed to have read a publication with a frequency greater than zero.

The NRS is a survey on all media, but especially the print

medium. It was conducted by the National Readership Survey

Council.

This body consisted of members from the INS (Indian Newspaper Society), AAAI (Advertising Associations of

India) and ABC (Audit Bureau of Circulation).

NRS used to be conducted by AC Nielsen before it was discontinued in 2006 because of suspected anomalies in readership findings.

ABC conducts a six-monthly audit of a

publication's sales. But each copy of a publication may be read by more than one person, depending on the frequency and popularity of the publication. This is what is captured in readership surveys like the NRS.

The survey is done on an all-India basis, urban as well as

rural, amongst individuals who are 12 years and older.

All town classes are covered in the urban area. However, only towns with a population higher than two lakh are reported on an individual basis, smaller towns are reported on the basis of socio-cultural regions defined by language homogeneity, geographic homogeneity, financial and economic administration, regionalisation of culture and lifestyle, caste and class homogeneity.

NRS gives information on the macro parameters like the reach of

each medium among various audiences defined demographically.

It also gives information on the duplication between media, as well

as between vehicles within the same medium.

For publications, one gets the number of readers, type of readers in demographic terms (NRS defines readers by sex, age, income, socio-

economic class, occupation, education, geographical location),

spread of these readers, and lifestyle parameters such as product ownership and consumption patterns.

Studies like the NRS give details not only

about the number of readers, but also quality of readers, and the duplication of readers with other competitive publications.

NRS 2003 has a sample size of 1,28,444. This represents only

50% of the sample, as for every round, half the sample is surveyed because of time and cost constraints. However, for reporting purposes, the data is merged with the previous round so that one gets a moving average. The normal sample size for NRS is over two lakh, which is the highest sample size in the world. Brazil, which has the second highest sample size in readership surveys trails at around 55,000.

For a 100% correct result, one will necessarily

have to contact each and every member of the population. However, with limited resources, it is necessary to choose a sample that is representative of the universe, with an acceptable margin of error.

In the case of NRS, the results are viewed with 95% confidence level with a 25%+/- margin

of error. So if one does the survey 100 times,

one will get the same results 95 times with a 25% margin of error, which is the outer limit. Publications with a higher readership would naturally have a smaller margin of error when

the sample readings are projected to the

population.

The stratified random sampling procedure is used

in many other countries as also, the technique of rotating the masthead cards shown so that no bias creeps in. Similarly, the frequency question (How often?) and the recency question (When read last?)

are the same in many other countries. The basis of

arriving at the AIR (Average Issue Readership) figures too, is widely followed across the world.

There are three research agencies involved.

IMRB International, ACNielsen-ORG MARG and TNS Mode. Each of these have international affiliates and experience and an all-India network. They bring to the table an unparalleled equity and goodwill.

Problems related to the pop strata, inconsistent

and illogical trends seen in markets like Rajasthan, Chandigadh, Delhi, Ghaziabad, and Gorakhpur. The trend of the sharp readership decrease in the

Beyond top five metros or the rural markets and

opposite trends in the Top five metros or the urban markets was also discussed.

Use of concepts like Average Issue

Readership and Claimed Readers.

Measuring town level data Influencing of data due of information known on fieldwork period. Another issue was that of magazines coverage not being adequate.