SAARF keeps contact with Finland

At the recent European Media Research Organisation (EMRO) Conference held in Crete, Finland presented a paper reporting on its piloting of Rim weighting, which is a method used to eliminate demographic biases in research across more variables than can be controlled by using Cell weighting, the method that SAARF is currently using.

SAARF will soon be introducing Rim weighting into the TAMS sample, which will allow for weighting across more variables than before, ensuring also that the SAARF Universal LSMs (SU-LSMs) then will become weighted variables. Rim weighting will make for a better, more internally consistent set of data with fewer skews. SAARF is keeping in close contact with the Finnish researchers so the two countries can learn from each other's experiences.