Thanks to the myriads of problems that the National Readership Studies Council (NRSC) faced in NRS 2006, it has invited applications from market research organisations for the next round of National Readership Survey. Hitherto, ACNielsen ORG-MARG has been carrying out the research.
In a bid to make the NRS a robust and more accurate study, the council had undertaken various initiatives in 2005, including consolidation of research with one agency, unlike the previous years, and appointing E&Y as an external audit on the research among others. The NRS sample had also seen a significant increase in this period.
However, following a peaceful NRS 2005, NRS 2006 faced substantial problems, even to the extent of releasing a revised data CD. The council has now invited market research agencies to pitch for undertaking survey this year.
NRS 2007 will encompass a pan-India coverage with almost 3,00,000 respondents. All towns above one lakh population and all town classes and village classes in each district will also be covered.
Market research agencies are expected to revert on issues like the sampling strategy for rural areas to minimise the fluctuations in readership estimates and the design and methodology to ascertain reliable and robust readership estimates for niche publications, magazines, financial dailies and regional/local publications. They would also be quested on points like contemporary methods for data collection (CAPI, CATI) and nature of quality control and validation process.
Market research organisations are required to apply in writing to the NRSC by February 20, 2007 after studying the RFP available on http://www. auditbureau.org (under the separate section on NRSC).