Qualitative questions

Harris Media Systems of Toronto has developed a way to relate television viewing data to lifestyle information by cross-referencing A.C. Nielsen and Compusearch data. Page 24

Points of view

TV research professionals are agreed that changes are needed but opinion is divided on what needs to be done and who’s going to pay for it. Says Sandy Robertson, director of research at Canvideo Television Sales, Toronto, ‘the biggest gap in television audience research lies between the views of various people in the industry.’ Pages 26 -28.