Research has shown now that implicit perceptions can be very different from explicit perceptions and that both types can have an impact on behavior.
“The truth is rarely pure and never simple,” Oscar Wilde famously pointed out. In the audience measurement business a less famous British commentator, Rodney Harris, noted in the 1980s that “Media research is not designed to find out the truth. It is a treaty between interested parties.”
Certainly, if by truth we mean perfection, then audience measurement falls down. There are no perfect audience numbers; all are estimates. Short of interviewing everybody in the population and achieving error-free recall or tracking of behaviour, all measurement systems are imperfect.So we employ statistical techniques to help us. Four stand out: sample weighting, ascription, data fusion and modelling.
All countries generally underestimated the proportion of overweight or obese population in their country. Saudi Arabia most significantly underestimated it with the average guess of 28 when the actual figure was 71. Korea’s average guess appeared to be 32 which was equivalent to the actual figure.
What percentage of the population do you think are immigrants in your country?
The country with the highest average estimation was Argentina with 30% while the actual figure was shown to be 5. Korea’s average guess was 11 while the actual figure indicated 3.
The survey was conducted on 25,556 people across 33 countries via the Ipsos Online Panel system from October 1st ~ 16th, 2015 to gauge how accurate people are about key issues and features of the population in their country.
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At Ipsos we believe in a “people first” approach to research. Our community practice is based on our strong belief that innovation and change come from people and not technology. People (consumers) need to be at the core of the products we develop, just as people (researchers) need not only to create the environment for […]
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