Marketing Management

Nielsen Online reports on more than 90 percent of the world’s Internet usage to give a broad view of the online world. Go to the Nielsen home page On the top menu bar, select “Measurement” and then select “Online.” (If this has changed, search the Nielsen site for online measurement.) Answer the following questions.

1. Describe Nielsen’s online measurement methodology.

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2. How does Nielsen recruit online panel members?

3. Under “Featured News & Insights” given at the bottom of the page, identify and discuss a recent application of Nielsen’s online measurement.

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