MRUC hands over IRS matter to RSCI

Following strong criticism and dissent from leading publications across country, the 24 hour data withdrawal deadline inched closer for the MRUC, while the fraternity early awaited the next move by the council. At the end of this ultimatum given by the INS yesterday in an executive meeting, the MRUC has now handed over the matter to the Readership Studies Council of India (RSCI).

The MRUC has share an official statement with the media which read:

• The Council asserts that the design, methodology and in-field execution of the study was benchmarked to and conducted at the very highest standards. The massive integration of technology, from DS-CAPI, through automated collation and tabulation, to a brand new UI (user interface) with a comprehensive suite of on-board analytics played a crucial role in this exercise. The Council intended to deliver a study that could legitimately carry the ‘Gold Standard’ appellation. It is satisfied that the study has moved many steps forward in that direction.
• The Council is conscious that it is now only one of the two constituents of the Readership Studies Council of India. With the RSCI now being in charge of governance of the study, the MRUC is no longer at liberty to make a unilateral determination of the way forward, particularly in a situation as contentious as it appears today.
• The Council looks forward keenly to the RSCI meeting called by the RSCI Chairman on February 19, 2014. All aspects of the study will be placed before the RSCI for helping the broader community of stakeholders convince themselves about the study’s robustness and integrity.

The MRUC statement also highlighted certain points as to why should one refrain from comparing the latest IRS 2013 data with the past data. These points are:

• The survey design has significantly changed from previous rounds - Data Collection, Sampling Design, Coverage and Reporting Breaks
• Population projections are now based on Census 2011, and estimated to December 2013
• Most city boundaries have been redefined, to include newer urban outgrowths
• For many Metros population dropped from estimated population to 2011 census population
• Data Collection Methodology
• 100 per cent use of Dual Screen CAPI, reduces order bias, respondent and interviewer fatigue,
• Interviews locked down immediately, to remove any “post-correction”
• Location Tagging and Random Audio Recording to improve quality of interviews
• Data Processing done on automated servers without manual intervention
• More Recent Definition of Media Consumption
• Readership based on real usage – Last 1 Month, instead of Popularity Recall – Last 1 Year

Just like others, Adgully is also placed in a ‘wait and watch’ situation till the RSCI meeting is conducted on the decided date. We shall keep you posted.