%0 Journal Article %1 bartos_archibald_1986 %A Bartos, Rena %D 1986 %J Journal of Advertising Research %K advertising audience-research crossley externalist institutional marketing methodology oral-history public-opinion-research united-states %N 1 %P 47--53 %T Archibald Crossley: Father of Broadcast Ratings %V 26 %X The article presents an interview of Archibald Crossley, founder of Crossley Surveys Inc. On asking about the problems and issues that researchers had to face in earlier days Crossley said that the problems were considerable because there was almost no marketing information at the time. There were very few books on marketing, and just a few books on advertising. The census data was very limited information in the census and it was out of date at that particular time. There was almost nothing at that time on the number of readers of a magazine or even the number of people that got a magazine. What happened then was that the publishers would issue what they call "publishers' statements of circulation." The trouble was that sometimes those statements consisted only of the number of copies printed. Answering to a question related to the problems and issues that the research community is facing today, he said that one of the greatest problems is the completion rate in surveying, particularly with the probability sampling method in which call-backs are required. The completion rate has gone down. It's becoming much more difficult to get interviews.

@article{bartos_archibald_1986, abstract = {The article presents an interview of Archibald Crossley, founder of Crossley Surveys Inc. On asking about the problems and issues that researchers had to face in earlier days Crossley said that the problems were considerable because there was almost no marketing information at the time. There were very few books on marketing, and just a few books on advertising. The census data was very limited information in the census and it was out of date at that particular time. There was almost nothing at that time on the number of readers of a magazine or even the number of people that got a magazine. What happened then was that the publishers would issue what they call "publishers' statements of circulation." The trouble was that sometimes those statements consisted only of the number of copies printed. Answering to a question related to the problems and issues that the research community is facing today, he said that one of the greatest problems is the completion rate in surveying, particularly with the probability sampling method in which call-backs are required. The completion rate has gone down. It's becoming much more difficult to get interviews.}, added-at = {2019-08-29T01:56:31.000+0200}, author = {Bartos, Rena}, biburl = {https://www.bibsonomy.org/bibtex/24a72352d5e7d0443ce627c1814004e89/jpooley}, interhash = {a7dc528e58cc3afce6990cada04afc16}, intrahash = {4a72352d5e7d0443ce627c1814004e89}, journal = {Journal of Advertising Research}, keywords = {advertising audience-research crossley externalist institutional marketing methodology oral-history public-opinion-research united-states}, number = 1, pages = {47--53}, timestamp = {2019-08-29T01:56:31.000+0200}, title = {Archibald {{Crossley}}: {{Father}} of {{Broadcast Ratings}}}, volume = 26, year = 1986 }