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First Step: The Establishment Survey

The Establishment Survey is a large-scale, face-to-face questionnaire Survey, designed to define the characteristics of the population to be represented and from which the potential homes for the panel are drawn.

The data gathered during the Establishment Survey provides AGB Nielsen Media Research with the social and demographic features of the local population, the penetration and characteristics of the television equipment ownership in each home and information on the local TV environment.

This information is then used to define the characteristics of the families recruited into the AGB Nielsen Media Research TAM household panel and to define the universes, which will be used later, for the expansion of the data. It also serves to provide AGB Nielsen Media Research with a database of households, from which the panel is then recruited.

The size of the Establishment Survey is related to the size of the universe to be measured and the size of the panel to be installed. The first Establishment Survey, conducted prior to establishing a new TV ratings panel, will be at least ten times the size of the panel to be installed. Thereafter, annual Surveys will be between five and eight times the size of the panel, depending upon local characteristics of the country and the dynamism of the television environment.

The data gathered during the Establishment Survey has a low statistical error, due to the large size of the Establishment Survey sample.