The survey increased its sample size by 40% at an ‘All India’ level, targeting a total of 3.30 lakh respondents, across 91 individual districts and 101 district clusters.
Speaking at the launch of the IRS 2016, I Venkat, the chairman of MRUC said, “The Indian Readership Survey is one of the most definitive surveys for print media; consumer demographic profiling and product consumption habits, anywhere in the world. India is one of those unique markets where the print medium is growing consistently even though we are on the brink of a digital revolution. After consultations with all relevant stakeholders, we have finalised our research design and begun the field work. IRS is the only industry recognised readership and consumer profiling survey in the country and the team has worked hard to ensure it meets the high standards expected of it.”
To ensure the reliability of the IRS, the technical committee has enhanced the process of back-checks and included a third party auditor for monitoring the end to end process of survey design and quality control checks. The survey has also added numerous safety enhancement layers, powered by technology. Some of these include a tracker for GPS locations of interviewers, enhanced audio recording and electronically addressed forms.
The MRUC, the not-for-profit body, was set up to organise media research. Meanwhile, the RSCI was created four years ago when two readership surveys—the National Readership Survey (NRS) and IRS—were merged. While IRS was always managed by MRUC, NRS was managed by the National Readership Studies Council (NRSC). RSCI was designed as an equal partnership between MRUC and ABC (Audit Bureau of Circulation).