Marketing Research

At the Newspaper Agency, we succeed only to the degree that our clients succeed. Toward that end, our market research is designed to give you the most accurate and reliable information about your customers and the market in general.

The NAC/Belden Survey of the Salt Lake market was designed to give you this type of information, going beyond standard demographics to the key attitudes of customer segments. To ensure the survey's accuracy, the following methods, consistent with national standards for newspaper research, were employed.

Methodology (a description of the Salt Lake city market study)

Research Company: Belden Associates, Dallas, Texas.

Area Covered: The Salt Lake primary market area (PMA), which is comprised of Salt Lake county and the following ZIP codes in Davis county, Utah: 84010, 84014, 84025, 84054 and 84087.

Period Covered: Telephone interviews conducted March 23 to April 1 and April 9 to May 8, 1998.

Method: Telephone interviews in homes using a uniform questionnaire, conducted from a central location using Computer Assisted Telephone Interviewing (CATI).

Respondents: Men and women, age 18 and older.

Sample Design: Probability design, using a systematic random selection of telephones households and respondents within households. Telephone numbers are generated so that both listed and unlisted numbers are included.

Sample Size: 1205 interviews, weighted to balance properly for geography, the number of adults residing in the household and several known population characteristics.

Tabulation: Each result is shown in projected thousands of adults and vertical and horizontal percentages, both carried to one-tenth. Because of rounding, projections of percentages do not always add to their proper totals.

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