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IRS 2013: RSCI calls for meeting on Feb 19 to discuss way forward

05-February-2014
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IRS 2013: RSCI calls for meeting on Feb 19 to discuss way forward

Following strong criticism of the latest IRS findings, the Media Research Users Council (MRUC) Chairman convened an emergency meeting of the Board of Governors today (February 4, 2014) to crystallise the Council’s point of view.

In a statement issued post this meeting, MRUC has insisted that the design, methodology and in-field execution of the study was “benchmarked to and conducted at the very highest standards”. The statement further added, “The massive integration of technology, from DS-CAPI, through automated collation and tabulation, to a brand new UI (user interface) with a comprehensive suite of on-board analytics played a crucial role in this exercise. The Council intended to deliver a study that could legitimately carry the ‘Gold Standard’ appellation. It is satisfied that the study has moved many steps forward in that direction.”

Following the ultimatum given to MRUC to withdraw the findings of the survey, MRUC stated that it is now only one of the two constituents of the Readership Studies Council of India (RSCI). “With the RSCI now being in charge of governance of the study, the MRUC is no longer at liberty to make a unilateral determination of the way forward, particularly in a situation as contentious as it appears today,” the statement further said.

The RSCI Chairman has called for a meeting on February 19, 2014 where all aspects of the study will be placed before the RSCI for helping the broader community of stakeholders convince themselves about the study’s robustness and integrity.

Meanwhile, MRUC has highlighted certain points why the latest IRS 2013 data cannot be compared with the past data. These points are:

  • The survey design has significantly changed from previous rounds - Data Collection, Sampling Design, Coverage and Reporting Breaks
  • Population projections are now based on Census 2011, and estimated to December 2013
  • Most city boundaries have been redefined, to include newer urban outgrowths
  • For many Metros population dropped from estimated population to 2011 census population
  • Data Collection Methodology
  • 100 per cent use of Dual Screen CAPI, reduces order bias, respondent and interviewer fatigue,
  • Interviews locked down immediately, to remove any “post-correction”
  • Location Tagging and Random Audio Recording to improve quality of interviews
  • Data Processing done on automated servers without manual intervention
  • More Recent Definition of Media Consumption
  • Readership based on real usage – Last 1 Month, instead of Popularity Recall – Last 1 Year

 

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