Gues We Were All Wrong
Thu Jun 8 14:11:14 EDT 2006
Garrett Wollman wrote:
>Well, it really depends on how you define "accurate". The diary
>system and the PPM measure different things: the diary measures
>*recall* and the PPM measures *audience*, without any knowledge of
>whether the participant is actually paying any attention. I don't
>know if either one correlates well to advertising response rate.
It would be instructive if a PPM wearer also kept a diary. And the the two results were correlated.
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