Mediamark Research 
Spring 2008 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 Spring 2008 below.

 

 

Total Number

Percent of Total

In-Tab Booklets

 25,806 100%

Returned Booklets

 16,601 64.3%

Ascribed Booklets

 9,205 35.7%

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