Why We Can’t Afford to Measure Viewers
本文认为，通过建模电视观众行为（如每户观众数）和机顶盒面板是前进的最佳途径，因为人员测量仪太贵且不可靠，日记法太不准确，而动态媒体组合测量只能通过建模程序和机顶盒来开发。
<h3>ABSTRACT</h3> This paper was originally presented at the ESOMAR/ARF Worldwide Electronic and Broadcast Audience Research Conference in May 2000. In it, the authors contend that modelling TV viewer behaviour (via viewers-per-viewing-household, or VPVH) and a set-meter panel is the best way forward. They argue that peoplemeters are too expensive (and unreliable), diaries are too inaccurate, and that dynamic mediamix measures can only be developed via modelling programs and set-meters.