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Press Releases
大象传媒 publishes new research on daily life in the 21st century
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As part of its 70th anniversary celebrations in October 2006, 大象传媒 Audience Research is today publishing data from its most recent study into daily life in the 21st century.
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The 大象传媒 Daily Life study has been carried out every five to ten years since the Thirties and is one of the longest-running market research surveys.
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More than 5,000 people aged four and upwards took part in the latest survey, listing all the activities they did throughout the day, including their media usage.
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The study pioneered a new technology in market research by allowing respondents to record their daily activities and media consumption on personal digital assistants (PDAs), rather than in traditional paper diaries.
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Chris Mundy, Head of 大象传媒 Audiences, said: "As a public service broadcaster, it is essential that the 大象传媒 strives to understand the needs of its audiences.
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"The Daily Life study provides a level of texture that can't be obtained from ratings data and the results inform 大象传媒 activity across many areas.
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"For example, they provide an understanding of TV viewing as a main and as a background activity, show patterns of viewing in family homes and reveal how use of new media fits around traditional media consumption."
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The newly-published data comes from the Daily Life study which ran from October 2002 to September 2003.
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The study covered 15,000 diary days, equating to almost three quarters of a million separate time periods of data, and was carried out for the 大象传媒 by TNS Media.
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The data will be available from today and will be published alongside detailed background information on the study and its methodology.
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The data is presented in ASCII format to allow users with appropriate research software to make full use of the wide range of attitudinal, time use and media information captured on the survey.
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大象传媒 Press Office
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