{"id":53899,"date":"2016-05-13T10:56:49","date_gmt":"2016-05-13T08:56:49","guid":{"rendered":"https:\/\/ipmark.com\/?p=53899"},"modified":"2016-05-13T10:56:49","modified_gmt":"2016-05-13T08:56:49","slug":"aimc-cawi-egm-revistas","status":"publish","type":"post","link":"https:\/\/ipmark.com\/?p=53899","title":{"rendered":"AIMC incorporar\u00e1 CAWI a EGM Revistas"},"content":{"rendered":"<p><strong>La Asociaci\u00f3n para la Investigaci\u00f3n de Medios de Comunicaci\u00f3n (AIMC) celebr\u00f3 el 12 de mayo en Madrid la reuni\u00f3n anual con la prensa especializada en la que expuso sus planes y repas\u00f3 su programa de actividades.<\/strong><\/p>\n<figure id=\"attachment_53900\" aria-describedby=\"caption-attachment-53900\" style=\"width: 345px\" class=\"wp-caption alignleft\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-53900\" src=\"https:\/\/ipmark.com\/wp-content\/uploads\/2016\/05\/AIMC_2.jpg\" alt=\"Reuni\u00f3n de AIMC con la prensa especializada-IPMARK\" width=\"345\" height=\"207\" \/><figcaption id=\"caption-attachment-53900\" class=\"wp-caption-text\">AIMC se re\u00fane una vez al a\u00f1o con la prensa especializada.<\/figcaption><\/figure>\n<p>Carlos Lozano, presidente ejecutivo de la asociaci\u00f3n, habl\u00f3 sobre el plan para incorporar al estudio EGM Revistas el sistema automatizado de entrevistas <strong>CAWI<\/strong>, las entrevistas web asistidas por ordenador o computer-assisted web interviewing, en su denominaci\u00f3n en ingl\u00e9s.<\/p>\n<p>Para ello, la asociaci\u00f3n est\u00e1 probando dos sistemas, un panel online seleccionado por <strong>Ipsos<\/strong> y un panel compuesto por contactos del <strong>EGM<\/strong> que se han prestado a participar en el estudio. Por ahora se ha hecho un test de respuesta sobre una muestra de mil entrevistas y se han obtenido unos \u00edndices del 17% en el primer caso y del 40% en el segundo. Y ya est\u00e1 en marcha una segunda prueba de 3.500 entrevistas, cuyos resultados se conocer\u00e1n en julio.<\/p>\n<p>\u201cLo introduciremos de forma paulatina y en diferentes fases\u201d, dijo Lozano, que tambi\u00e9n record\u00f3 que para otros estudios, como el <strong>AIMC Marcas<\/strong>, un 25% de las entrevistas ya se realizan mediante el sistema CAWI.<\/p>\n<p>El presidente ejecutivo de la asociaci\u00f3n anunci\u00f3 tambi\u00e9n que se hab\u00eda creado un grupo de trabajo para desarrollar el <strong>estudio Brand Media<\/strong> que tiene previsto lanzar en colaboraci\u00f3n con ComsCore. El estudio se concentra en la prensa y las revistas y pretende consensuar un sistema de medici\u00f3n que ofrezca una dimensi\u00f3n real de la audiencia de los medios, tanto online como offline.<\/p>\n<p>En el grupo de trabajo participan editores de revistas y diarios, agencias de medios, y representantes de ODEC, ComsCore y AIMC. Durante este a\u00f1o se volver\u00e1 a probar por tercera vez y se tratar\u00e1 de definir un sistema de financiaci\u00f3n con el que todas las partes est\u00e9n de acuerdo.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>La Asociaci\u00f3n para la Investigaci\u00f3n de Medios de Comunicaci\u00f3n (AIMC) celebr\u00f3 el 12 de mayo en Madrid la reuni\u00f3n anual<\/p>\n","protected":false},"author":21,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5894],"tags":[],"class_list":["post-53899","post","type-post","status-publish","format-standard","hentry","category-media"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>AIMC incorporar\u00e1 CAWI a EGM Revistas - IPMARK | Informaci\u00f3n de valor sobre marketing, publicidad, comunicaci\u00f3n y tendencias digitales<\/title>\n<meta name=\"description\" content=\"AIMC celebr\u00f3 el 12 de mayo su reuni\u00f3n anual con la prensa especializada y anunci\u00f3 la incorporaci\u00f3n del sistema CAWI al estudio EGM Revistas\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ipmark.com\/?p=53899\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"AIMC incorporar\u00e1 CAWI a EGM Revistas - 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