The personal approach supports data reliability.
Every year GfK MRI interviews almost 26,000 adult consumers in the 48 contiguous states for the Survey of the American Consumer™. Data collection for the Survey is a two-stage process, and in each stage the personal approach advances the reliability of the data.
During the initial in-home interview, GfK MRI interviewers observe and verify household and respondent characteristics and collect a wide range of demographic and media usage data.