Mediamark Research 
Fall 2007 Technical Guide

Product Booklet Ascription

A more detailed description of the product booklet ascription procedure utilized by MRI can be found in the Technical Guide. The procedure is employed to ascribe data to respondents who completed a personal interview but who failed to complete a product book. The incidence of ascription is shown for Fall 2007 below.

 

 

Total Number

Percent of Total

In-Tab Booklets

 25,781 100%

Returned Booklets

 16,500 64%

Ascribed Booklets

 9,281 36%

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