The Quality of Reading Survey (QRS)
The aim of the Quality of Reading Survey is to give advertisers, media planners and buyers, and media owners a greater understanding of the value of the print medium and the differences within it.
The survey measures a wealth of behavioral and attitudinal characteristics ‑ among the readers of magazines and newspaper sections and supplements, including time spent reading, number of pick‑ups, how a publication is read, page exposures (PEX), action taken as a result of reading, and attitude statements.
The quality of reading measures can be downloaded separately in PDF format
- Page exposure (PEX)
- How read ('cover to cover', etc)
- Number of pick-ups
- Time spent reading
- Overall proportion of pages opened
- Attitudes (four agree-disagree statements)
- Action taken as a result of reading a publication
These QRS data are based on a sample size of just over 15,000, from interviewing conducted in two phases, October 1997 ‑ January 1998 and October 1999 ‑ May 2000.
QRS has been designed to be complementary to the National Readership Survey (NRS), with the same universe, data collection method, and technique for measuring readership.
The results have been fused onto the NRS sample for the fieldwork period 12 months ending June 2000. The tables in this report are based on analyses of this fused database.
This report presents the quality of reading data for individual publications, and also for segment averages representing publication groups.
QRS is sponsored by the IPA, ISBA and PPA, and was conducted by Ipsos‑RSL Ltd, the research contractor for the NRS.