From A for AGF Videoforschung to Z for zapping, the most important technical terms in video research are explained here.

ADM Sampling System (Mastersample)

The ADM Sampling System (Mastersample) is a sampling system created by the association of German market and social research institutions (Arbeitskreis deutscher Markt- und Sozialforschungsinstitute e.V., ADM) that is based on approximately 53,000 territorial units covering the entire territory of the Federal Republic of Germany. The method of a multi-stage stratified random sample of survey units used in the AGF Panel is based on the ADM Sampling System for Face-to-Face Surveys that has been used in the AGF Panel since July 1, 2005.

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