Going back to source an attempt to trade the differences in findings to different methodologies of IRS and NRS
Symposium: 1999: Florence, Session 3 - Enhancing Our Readership Methods Problems Revisited
Authors: Tripathi, Praveen
Organisations: Chaitra Leo Burnett
Topics: Survey Descriptions
Does exposure to press really move sales of a FMCG brand?
Symposium: 1997: Vancouver, Session 7 - Accountability Intermedia Comparisons
Authors: Moorthy, Ravi, Tripathi, Praveen
Organisations: Chaitra Leo Burnett, MARG Marketing and Research Group Pvt. Ltd.
Topics: Advertising Effects, Inter-media Comparison