IRS captures data on a continuous basis via a face-to-face Computer Aided Personal Interview (CAPI) device. The entire study is conducted using Dual Screen CAPI methodology.
Household data is collected by interviewing the householder. Information in the household section is focused on all household details from household composition, durables owned, household items purchased and other key demographic variables.
Individual data is collected from a systematic randomly selected person who is 12 years or older and stays in the household. The individual questionnaire is mainly focused on capturing readership of publications, television viewing, radio listening, mobile usage, internet usage, cinema viewing habits, and personal usage of selected products.
IRS uses a multi-stage stratified random sampling method. Each reporting unit meets a reporting standard designed to minimise the margin of error, thus ensuring highest levels of accuracy in data.