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The objectives of the study were to gather information that would:
- Provide marketers with measures of the personal and professional involvement of prominent Americans in contemporary issues.
- Furnish advertisers and advertising agencies with measurements of the reach and influence of media serving the opinion leader marketplace.
- Provide media with data and opportunities to sell their products and services to marketers and advertising agencies.
Opinion leaders, for the purpose of this study, are defined as those individuals whose influence on business, social, political, environmental and educational issues far exceed their numbers in the population. They exercise far-reaching and powerful influences on the opinions of their fellow Americans by framing and defining the issues that will largely determine the future course of the nation.
The 146 issues covered in the 2002-2003 study range across such diverse topics as governmental self-regulation, the environment, consumer protection, healthcare, drug policy, international trade, crime and a host of other topics. Media are chosen for inclusion in the study based on their potential coverage of opinion leaders. More than 140 publications and broadcast and cable programs are measured; 126 were reported in the 2002-2003 study.
The total universe encompassed by this survey consists of 462,665 individuals from the following occupational sectors:
- Public Sector
- Federal Government
- Executive Branch
- Legislative Branch
- State/City/County Government
- Associations
- Private Sector
- Business, Finance and Industry
- Communications and Media
- Education
- Law
- Healthcare
- Science
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