The document summarizes research methodology used by Certified Audit of Circulations, Inc. It describes how they determine statistically valid sample sizes, randomly select phone numbers, verify non-receipts, and time their market research. Charts show results from delivery verifications and usage studies for a print media product, including receivership rates, product condition, usage rates, and medium usage. Additional charts cover psychographics, purchasing plans, spending habits, household plans, online usage, and receivership and usage.

1. XYZ MARKETING GROUP, INC.
NEW YORK, NY
DECEMBER 2010
Certified Audit of Circulations, Inc.
155 Willowbrook Boulevard
Wayne, NJ 07470

2. Receivership and Usage Research
Methodology
 A Statistically Valid Sample (the number of completed
interviews required) is a function of distribution size, assuming
that every household in the researched population has the
same likelihood of being surveyed. CAC follows the Survey
System and the expertise of the Statistics Department at the
New Jersey Institute of Technology (NJIT) in determining the
number needed to achieve 95% confidence level. To avoid
“cluster calling”, a random selection of telephone numbers is
drawn within a statistical universe further defined by ZIP code.
 Location: Calls are made on premises under the direct
supervision of Research Department staff.
 Additional Controls: When receivership is a primary objective,
all recorded “non-receipts” are re-verified a second time by
supervisory staff. Publishers receive a list of validated “non-
receipt” households.
 Market Research Timing is based on the objective of the
survey. Delivery verifications, for example, take place
immediately after or close to the last day of distribution. Some
studies require a time lapse of 30 to 90 days even though
measures such as demographics, awareness, purchasing
power and spending can be gauged at any time.
 Usage, demographics and awareness studies are compliant
with CAC research rules, Survey System guidelines and industry
consultants. Proprietary research questions are not necessarily
endorsed by CAC.

3. DE LIVE RY VE RIFICA TION
Receivership
Respondents who received the (print media product):
Yes 370
No 25
Total 395
Yes
94%
No
6%
Certified Audit of Circulations January 2004 Company One Member #999

4. DE LIVE RY VE RIFICA TION
Product Condition upon Delivery
Was the product delivered in good, usable condition?
Yes 335
No 60
Total 395
Yes
85%
No
15%
Certified Audit of Circulations January 2004 Company One Member #999

5. USAGE
Usage
Do you use the (print media product) published by (company)?
Yes 254
No 81
Total 335
No
24%
Yes
76%
Certified Audit of Circulations January 2004 Company One Member #999

6. USAGE
7 of 10 Adults Would Turn to … yellow
pages for Local Professional Services.
Where would you turn first if you were looking for a local
contractor, plumber, electrician, lawyer, doctor of financial
professional?
50
45
40
35
Mobile Apps
30 Internet
Yellow Pages
25
Newspapers
20 Magazines
15 Other
10
5
0

7. ME DIUM USAGE
Adults Rely Most on (Print Media) for
Local Shopping Information
Where would you turn first if you were looking for local shopping?
50
45
40 Community
Papers
35
Metro Paper
30
Yellow Pages
25
20 Internet
15
Radio
10
5
0

8. Purchasing Influence
Do the ads influence your purchasing decisions?
Yes
97.1%
No
2.9%

9. PSYCHOGRAPHICS
Activities in the Past 12 Months
18
Took Vacation
16
14 Purchased Spa
Services
12
Flown Airline for
Pleasure
10
8 Visited
Museum/Gallery
6
Attended Live
Performance
4
Attended Professional
2 Sporting Event
0

10. PURCHA SING PLANS
Household Plans to Purchase in the
Next 12 Months
45
40
35
30
Home
25 Improvement
Auto Accessories
20
Home Furnishings
15
10 Home Office
5 Home Electronics
0

11. SPE NDING HABITS
6 of 10 Adults Shopped at Target and
Kohl's in the Past 3 Months
50
45
40
35 Walmart
Target
30 Khols
25 Walgreens
CVS
20
K-Mart
15 Sears
Kohls
10
5
0
Percentage Adults

12. HOUSE HOLD PLANS
Household Plans for the Next 12
Months
50 Remodel Home
45
40 Look for New Job
35
Buy/Lease Car
30
25 Shop for Insurance
and Financial
20 Products
Shop for
15 Communication
Services
10
Shop for Banking
5 Services
0

13. ONLINE USA GE
11% of Adults Accessed The …online in
the Last 30 Days
Have you visited www.xyz.com in the past 30 days
300
250
200
Yes
150
No
100
50
0

14. RE CE IVE RSHIP AND USAGE
Questionnaire