MAM

Hansa Research wins IRS contract until 2012

MUMBAI: Continuing its long-standing relationship with MRUC (Media Research Users Council), Hansa Research has won the Indian Readership Survey (IRS) contract for the third time in a row for the three-year period running through to 2012.


Hansa Research has been conducting the IRS on behalf of the MRUC since 2003.













Says Hansa Research managing director Ashok Das, "We are happy to be awarded with the IRS contract for the next three years. It allows us the opportunity to innovate and in turn raise the benefits for those utilising the research."


MRUC intends to release the IRS on a quarterly basis beginning 2010 on a half-yearly format.


Says MRUC general secretary Sabina Solomon, "MRUC has always believed in continuous product improvement. Sensing this need, we have decided to go for quarterly reporting from 2010."


With an annual sample size exceeding 250,000 household interviews, IRS‘ prime objective is to collect readership information from a cross-section of individuals. It also captures information on television and cinema viewing habits, radio listening habits, internet usage and FMCG products - usage, consumption and durable ownership amongst households.


The Indian Readership Survey (IRS) and the National Readership Survey (NRS) have decided to merge, according to the two organisations that used to conduct these research studies independently.

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