Researchers unite for online

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Nielsen Media Research, Yankelovich Partners and ASI Market Research formed ``ANYwhere Online,'' a strategic partnership to develop a wide range of research services for measuring online media. The name, an acronym for the three principals involved, is intended to reflect the founders' goal to dominate the measurement of media behavior in cyberspace. Other partners are expected to join, but the presence of ASI, an important company in qualitative research for the ad industry, is particularly interesting, because a similar alliance of Arbitron NewMedia and Next Century Media had initially suggested that ASI was involved. ANYwhere's initial foray will be in measurement of the World Wide Web and will include both quantitative measures such as so-called ``clickstream'' research that tracks the flow and clicks of computer mice, as well as qualitative aspects of online audience composition and media usage. While details of the venture have not yet been disclosed, initial products are expected to hit the market soon.

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