In an ideal world we would ask the entire sample all of the questions from the Main Survey and from both parts of the Second Survey. However this is not possible due to time and budget restrictions.
Using mixed methods allows us to compile a complete database with information on all topics for each of the respondents. The methods used in the emma database are:
- ascription – to ascribe attributes from people in the Second Survey to people in the Main Survey
- fusion – to match responses from people in the Nielsen online survey to people in the Main Survey
- modelling – to project readership for smaller regional and community titles