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IRS 2013: Revalidation of field work to be done by third party

MUMBAI: The Indian Readership Survey 2013 report, which attracted harsh criticism from the print media companies, will continue to be in abeyance till the completion of a revalidation and audit of the field work.

The decision was taken by the Media Research Users Council (MRUC) board and the managing committee of the Readership Studies Council of India (RSCI), based on recommendations of its sub-committee, constituted to critically assess the IRS 2013.

The sub-committee found no wrong in the methodology. The field work will, however, have to be revalidated.

“The sub-committee has given its preliminary report in which it has said that the methodology and process adopted for the survey were robust. The decision to conduct a third-party audit and revalidation of field work was taken to be extremely sure of the findings,” a senior official who attended the meeting told TelevisionPost.com.

The MRUC board and RSCI committee had met on Monday to consider the preliminary report of the sub-committee which has recommended the revalidation and audit of the field work.

While the third-party revalidation is supposed to commence immediately, it is expected to be completed in four to six weeks and till that time, the report will remain ineffective.

Earlier, the board and the RSCI committee had met in February and decided to suspend the report till 31 March after the report was trashed by 18 major publications and the Indian Newspapers Society and Association of Indian Magazines as ‘absurd’ and full of ‘anomalies’.

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RSCI suspends new IRS data till 31 March
MRUC stands by IRS methodology, RSCI to decide IRS 2013 fate on 19 Feb