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Field of Media Research Dreams: The latest tools for sharper media planning and buying
Primary research companies will discuss new directions they are taking in their product line. Hear the highlights of key new products in their portfolio and those in the works. Discover the process they go through to decide whether to invest in a new research tool. When is a medium important enough to justify the cost of measuring it? How do you judge the business potential of a medium such as the iPad once it is measured? See research companies as businesses with their own costs, P/L requirements, stockholder demands, etc.