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Large (Top 57) DMAs and Sponsor Areas by Publicity Category12

H H

H

H

H

H H

H

O

H

O

O

L

H

  • O

    O

H

H

L

O

O

H

L

O

O O

L

L

H

  • O

    O

L O

L O H H

L L

H

O H

H

L

L

H

O

H “High” publicity category L “Low” publicity category

  • O

    “Other” publicity category CEE sponsor area ranking in Top 57 DMAs CEE sponsor area not ranking in Top 57 DMAs

L

  • O

    O

H

L

O

  • O

    L

O

2.3 Weighting Procedures

Knowledge Networks, the company that provided the Internet/WebTV survey service, developed the weights used in the analysis. Knowledge Networks first adjusted its panel members for known disproportions due to the panel’s original selection and recruitment design and then proceeded with a post-stratification weighting that accounted for differences between the Internet/WebTV panel and the U.S. population. The adjustment to this typical sampling weight approach was based on geographic and demographic characteristics known for both the panel and the population (refer to Appendix B). It effectively scales up under-represented population dimensions in the panel and scales down dimensions that are over- represented in the panel. This more closely aligned the panel with the basic demographic characteristics of the U.S. population.

12

There were no large DMAs or sponsor areas in either Alaska or Hawaii.

A-10

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