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Nielsen touts new methods

Nielsen Media Research says it has developed means of significantly improving its sample cooperation levels as part of a two-year methodological research effort.

The service attributes the improvement to a new concept called Membership that it will outline for clients at meetings in New York, Los Angeles and Chicago next month.

Nielsen, which has begun expanding its national peoplemeter sample from 4,000 to 5,000 households, said cooperation rates in the more than 340 new homes added have been at 68.5% thanks to the membership concept, compared to 50% prior to its implementation of the program.

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