Quality Criteria for Media Exposure Measures

Quality criteria for media exposure measures can be derived from the Total Survey Error (TSE) paradigm that specifies “all errors that may arise in the design, collection, processing, and analysis of survey data” (Biemer, 2010, p. 817; Groves, 1989; Groves et al., 2009; Weisberg, 2015). ¹ Roughly speaking, we can distinguish two kinds of errors: measurement errors (differences between the observed and true values of variables) and respondent selection errors (differences between the target and participating population). These are discussed in the context of MCE measurement.