The Interview

Native language speakers from the Synovate's European Data Collection Center in Amsterdam conduct all telephone interviews. The centrally conducted fieldwork allows constant monitoring of the interviewers' work. Initial training is provided to all the interviewers with ongoing supervision and further training as required.

Separate language versions (in English, French, German, Spanish, Italian, Dutch, Swedish, Danish, Norwegian, Finnish, Russian, Polish, Hungarian, Czech and Portuguese) and media lists are used for each country. Respondents are given a choice as to which language they would like to be interviewed in.

The telephone interview is made up of three parts:

• Household screening and selection of eligible individual
• Media data
• Demographic and job position data

The average length of the screening interview is 3 minutes. The average for the full interview 23 minutes. There are no open-ended questions.

Media exposure is collected for newspapers, magazines, television channels and websites. International media are measured in all countries, national media in the countries of distribution, with some media measured on a regional overlap basis. In-flight titles are also included.

The media list is updated twice a year to ensure that relevant new media are included and that those closing are excluded from the interview. In total nearly 400 publications and 150 television channels are included in EMS.

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