Audit Bureau of Circulations Malaysia vice-chairman Margaret Au-Yong and audit committee member Lai Hon Kit. (Lai is also Zenith Media Sdn Bhd chief financial officer)
CIRCULATION figures are more important than readership numbers, according to Audit Bureau of Circulations (ABC) Malaysia vice-chairman Margaret Au-Yong.
She points out that market research firms like Nielsen conduct readership surveys based on sampling, meaning that one respondent may represent more than a thousand people.
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