With each annual release of the NADbank Study, the Technical Report is published that contains detailed information on methodological and other technical issues involved in conducting of the study. 

Highlights from the 2008 Technical Report

INTRODUCTION

Membership And Management
The Newspaper Audience Databank (NADbank) is an annual urban market study initiated and funded by daily newspaper members of NADbank Inc. The study is managed by NADbank Inc. and designed and overseen by a Technical Committee representing member newspapers, advertisers and advertising agencies. The 2008 study was conducted by TNS Canadian Facts.Membership And Management The Newspaper Audience Databank (NADbank) is an annual urban market
study initiated and funded by daily newspaper members of NADbank Inc. The study is managed by NADbank Inc. and designed and overseen by a Technical Committee representing member newspapers, advertisers and advertising agencies. The 2008
study was conducted by TNS Canadian Facts.

OBJECTIVES

The overall objectives of the study are to:

• Measure Canadian daily newspaper audiences on a market by market basis;
• Provide information on consumer behaviour such as product usage and purchase intent, retail shopping habits, travel and leisure activities.

METHODOLOGY

NADbank continues to be a two-part survey in most markets; a telephone interview which collects readership and demographic data, followed by a self-completed mail questionnaire which collects detailed product usage, retail shopping and lifestyle
data. The telephone interview is computer controlled by a CATI system.

The measurement period for NADbank 2008 is comprised of two waves. The Winter/Spring wave covers the period from January to June. The Fall wave measures the period from September to December.

A total of thirty-seven markets are participating in NADbank 2008. Of these, twelve participated only in the telephone survey.

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