The Roadmap Committee will test two alternative telephone questionnaires next year. The two test designs will be compared to the current questionnaire. The reason for the test is to consider options that:

• Reduce the time spent with the respondent
• Ensure that the flow of questions is sensible and easy for respondents to follow
• Better incorporation of both print and online products

The current questionnaire, developed for a few printed newspapers per market, has become cumbersome and the questionnaire flow confusing for the respondents.

The two alternatives are:

1. A revised flow based on the current questions
2. A new readership model based on the recent reading model. The number of print readership questions would be reduced, but separate weekend questions would be maintained

The test will be conducted in the spring fieldwork period in Toronto, and the Roadmap committee will have an opportunity to review the impact of the different questionnaires in time to make any changes to the 2010 survey, if warranted.

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