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Types of publications, market definition, and questionnaire topics were the main issues discussed by the ComBase tri partite committee on August 10.
Dunn said that the decision to include all English language papers would have an effect on the length of each interview, and therefore on the response rate. She said people are more likely to respond to a shorter interview than a longer one. The interview Omega Speedmaster Cappuccino
"The agreement was that we should measure everything that is a newspaper, as long as it is published in English.
"There was some disagreement on whether those types of publications should be measured. The question centered on what we wanted ComBase to be," said ComBase Manager Elena Dunn.
Preliminary results from the pilot study should be available in early 2002. ComBase aims to
An EA is the smallest area available from StatsCan that has population projections.
The committee met in Toronto to discuss a variety of issues relating to ComBase, the principal readership research to be conducted on behalf of the community newspaper industry in Canada. The committee focused its main discussion on the pilot research project, which is scheduled to begin Sept. 10.
"In the smaller, rural centres, you're going to have a town of perhaps 1,000 people, but you are also going to have people driving into that town from as far away as 200 kilometres," said Dunn. "Whatever community newspapers serve that town regardless of how big it is their geography is going to be different because they are covering more than just that town.
The ComBase questionnaire also generated some debate. Some members of the tri partite committee were worried that the study may not take into account sectional readership. Sports, Arts, and News pages are considered sections. There was also concern that sections unique to community newspapers might not be measured properly.
The purpose of ComBase is to provide consistent and accurate market by market information to assist in the buying and selling of community newspaper advertising space.
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The lengthier interview would also affect cost. "The more work you create for the research firm, the more expensive it is going to be," said Dunn. "Longer interviews mean less respondents and more cost, but our supplier says were are still doing well on that basis."
"And almost all of our members are in this type of situation, so the committee decided on a couple of rules: one is that we can't go below the Enumeration Area (EA) we start with it and build up," she said.
roll out the national study in 2002.
Dunn said that StatsCan defines clear geographies throughout Canada, and studies such as NADbank define their markets based on those geographies. Market definitions therefore include Census Metropolitan Areas (CMA) markets with a population of 100,000 or more and Census Agglomerations (CA) markets with a population of between 10,000 and 100,000. Only about 140 markets in
The pilot study, up until the natioal study in 2002, is expected to cost up to $400,000.
is defined as the route a single electoral officer can cover, whether it is 4,000 households in an urban core or 100 households in a rural setting.
The discussion around publication types focused on what kinds of publications ComBase should measure. In particular, discussion centred on whether or not publications of interest should be measured.
Canada fall into these two categories.
ComBase committee focuses on pilot study issues
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"We looked at the ethnic papers, but since we were only interviewing in English anyway, it seemed pointless to ask someone if they had read a Chinese language paper, for instance," she said.
For example, a Recreation section in a community newspaper may focus on snowmobiles or ice fishing, and be completely different from an Entertainment section. Dunn said the committee also agreed to Omega Seamaster Diver Nato Strap ask the Canadian Media Directors Council (CMDC) for their recommendations on five product categories they would like to see measured by ComBase. She said CCNA members would be asked for the same information and the answers compared for synergies.
been chosen as the supplier to conduct the five market pilot study. The pilot study markets will be Toronto (ON), Red Deer (AB), Yorkton (SK), Killarney (MB), and Campbellton (NB). The markets were chosen to represent a variety of population groups and geographical areas.
for ComBase is estimated to be around 13 15 minutes, which Dunn said is still within the range of being considered 'short.'
"Third, where we were interviewing in a CMA or a CA, that would become the base definition for that market no partitioning of the CMA or CA."
"The second thing the committee decided was that where there was a NADbank study, we would adopt the same geography," said Dunn.
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