CATI Data Collection

Information being collected for emma

  1. Readership of Australian newspaper and magazines
  2. Product information
  3. Demographic information
  4. Activities and Interests

Media consumption habits are undergoing significant, continuing change. Publishers, advertisers and media buyers need new tools which capture the true nature of consumers and their involvement with media.

The emma approach of recruitment via telephone ensures a more accurate population representation than either door to door recruitment or use of pre-existing survey panels both of which have inherent bias in the sample base.

Monthly sample quotas and weighting of data according to government Audit Bureau Statistics (ABS) population data allows the survey results to be accurately projected to the Australian 14+ population across the broadest range of demographic variables and geographic locations.


Online survey completion also permits the respondent to be presented with visuals of newspaper mastheads and the most recent three covers of magazines and newspaper inserted magazines. This inclusion ensures more accurate recall of readership.

All emma data is independently audited by Dr Rob Hall, who is also the auditor of Commercial Radio Australia’s audience measurement system.

Related articles