LA ELFA 07/08 (readership analysis of electronics trade media)
indicates target group and investment potential as well as media
use in the electronics industry. LA ELFA 07/08 is conducted on
behalf of WEKA Fachmedien GmbH. Data were collected by the IFAK
institute for market and social research. Overall control of LA ELFA
07/08 was also entrusted to an independent institution –
TestLab, part of the Department of Psychology of Ludwig Maximilian
University in Munich, more specifically to its team for psychological
methodology and analysis. This was responsible for the scientific
correctness of LA ELFA 07/08, for its preparation, conception,
supervision of questioning and evaluation of the collected data.
The survey refers in composition, realisation, coverage and
reporting to the official guidelines for media analysis from the
German Advertising Federation (ZAW). Universe of companies in
relevant sectors according to the sales tax statistics structure
of the federal statistical office of Germany (Statistisches Bundesamt).
Sample size: 3,812 Screening interviews + 753 main interviews
Interviews conducted using masthead card technique
Period of survey: June 19th to October 5th, 2007
Region: Federal Republic of Germany
Address source: For the fieldwork the institutes only used third-party
addresses from Europe’s leading data base provider, Schober,
from companies in relevant sectors according to the sales tax
statistics structure of the federal statistical office of Germany
(Statistisches Bundesamt).
preparation, conception, supervision of questioning and evaluation
of the collected data by TestLab of Ludwig Maximilian University
in Munich
trade media played no part in surveying electronics industry
decision-makers and evaluating the results
Scientific and methodological supervision: TestLab, psychological
methodology and analysis, part of the Department of Psychology
of Ludwig Maximilian University in Munich, Germany, Prof. Dr.
Markus Bühner
The survey refers in composition, realisation, coverage and reporting
to the official guidelines for media analysis from the German
Advertising Federation (ZAW).
Evaluation tool available: MDS (media planning dialogue system)
by Axel Springer AG, Hamburg, further information upon request:
info@la-elfa.org
