Reading Materials

The following articles provide additional information about research topics mentioned in The Research Doctor column and a few have appeared in radio trade publications.  Please let me know if you have any questions after you read any (or all) of the articles.  I'll do my best to answer them.


Mscores (Arbitron)
Advertising Frequency
Research in Advertising
5 Stages of Persuasion
It Seems Like . . .
Intro to Media Research
Logic and Music Tests
Radio Ratings - Where They Come From
Research Validity
Z-scores—see the "WXZ" questions on the "Research Dr. Archive" at left or go to if you arrived here via a search engine.

Contact:  Roger Wimmer

Wimmer Research