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Market Watch to Measure Israeli Internet Use
Israeli MR company The Market Watch Institute has been commissioned to conduct Internet rating surveys on behalf of a consortium led by the Association of Advertisers in Israel, 12 interactive agencies and a number of the country's leading portals.
Previously conducted by TNS's research company in Israel, TNS/Teleseker, the bi-annual TIM (Teleseker Internet Monitor) survey asked respondents via telephone interviews about their past visits to web sites. TNS/Teleseker was not invited to re-tender, and Market Watch beat Nielsen Buzzmetrics in the bid.
In taking on the contract, the firm will partner with Central and Eastern European online research agency Gemius to begin publishing daily Internet use figures in the first quarter of the year. The new survey will be based on a two pronged approach - user-centric, which comprises a panel of surfers whose computers have a data collation application installed; and site-centric, where a system installed on web site servers will supply data. The syndicate believes that this will provide a more accurate picture of Israeli Internet use, which could affect advertising rates.
Market Watch has been operating in the Israeli market since 2000, providing a number of services including brand equity measurement, market potential analysis, and customer loyalty and employee loyalty measurement.
The firm and its European partner are online at http://marketwatch.co.il and www.gemius.com.
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