By A Correspondent
BARC India’s sampling methodology and panel design has been certified by the Indian Statistical Institute (ISI), Kolkata, notes a communique received from the measurement body. The certification is for the original design of 22,000 homes and the expanded 33,000
Said Prof Ashis Sen Gupta, ISI, Kolkata: “The sampling method ology suggested by BARC India for Universe estimation is a reasonable one. This method is also a feasible one for implementation in practice. Overall, BARC India panel designs adopted for panel expansion as well as for TV Universe estimates ensures representativeness of ground realities given the constraints,â€.
Added Partho Dasgupta, CEO, BARC India: “ISI Kolkata’s endorsement of our panel design and sampling methodology is yet another validation of our ability to measure what India watches. It is indeed a challenging task to accurately map TV viewing habits of 780 million individuals in a highly diverse and dynamic market like ours. I am proud of Team BARC India, which has lived up to industry’s expectation to deliver accurate, credible and robust viewership data, day-on-day, week after week. It is also a testament to the systems and technology backbone that we have set up, which is of global standards,â€.
The study by ISI Kolkata was spread over six months and certifies the panel home design used by BARC India for seeding BARC’s BAR-O-Meters at both 22,000 as well as 33,000 panel homes levels. It also identifies any modifications required for panel expansion to 44,000 homes.