ELEMENTS OF CONFUSION IN NEWSPAPER READERSHIP STUDY.

The article reports on newspaper readership studies, and the most common sources of error and confusion. The two sources of confusion are when newspaper readers fail to acknowledge reading an article which they have read; and the opposite case, in which they state having read an article which they have not. Inadequate interviewing technique and 'lack of candor' are reported to occur in newspaper readership studies. Differences in the timing of surveys between weekday newspapers, Sunday newspapers and periodicals are presented.