IRS 2013 update:
Census 2011 has been used for Universe Projection.
Unlike previous rounds, IRS 2013 is releasing as a single consolidated report.
IRS does not recommend trending or comparing IRS 2013 data with previous rounds due to the changes in methodology and questionnaire administration. However IRS 2014 onwards it would continue to deliver data on quarterly basis.
By incorporating district level reporting we have made the data even more useful for micro comparison leading to more accurate assessment.
IRS software has completely changed. The new software is called Clear Decisions. It is user friendly, and rich in features.
AIR (Average Issue Readership) will be the only currency used for readership numbers. Methodology:
Face to Face interview, across the Country
All interviews conducted will be through Double Screen CAPI The sample size is 2.35 lacs and it covers the following reporting breaks:
All towns with a population of 5 Lakh and above to be reported individually
All towns with population of 50 Lakh and above, to be further divided into Zones.
92 Districts independently
99 District clusters The Survey has two components:
Administered to the householder for household demographics, product penetration/product profile and access to different media. This is a common section which will be asked in the entire sample.
A randomly selected individual of 12+ years from the same household will respond to all relevant questions on Print, Other media related questions, Demographics as well as Individual Product Consumption.