When Average Issue Readership is estimated using the Recent Reading method, there may be variation in the ratio of the number of response categories classifying a respondent as a ‘reader’ to the total number of alternatives; this ratio is termed here the ‘Random Qualification Probability’ (RQP).
The RQP affects the readership estimates obtained. Previous evidence for the ‘RQP effect’ is reviewed and the results presented from new research which further confirms the effect’s existence.
The possible causes of the effect are considered but no fully satisfactory model is apparent. Whilst the well-documented phenomenon of ‘telescoping’ may be a major factor, it cannot be the sole determinant; it is possible that the cognitive strategy adopted by respondents when answering the Recent Reading question is an intervening variable.
Symposium: 1999: Florence, Session 3 - Enhancing Our Readership Methods Problems Revisited
Authors: Brown, Michael
Topics: Questionnaire Design, Readership Model