Reader analysis decision makers in business and administration

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The Readers Analysis Decision Makers in Business and Administration (LAE) is the most important market media study in Germany for business-to-business communication. It sheds light on the processes involved in investment decisions and makes the media use of decision-makers transparent.

editor

LAE eV (members from agencies and publishers)

Population

The LAE population consists of over two million decision-makers, who are composed of the following professional groups:

  • Self-employed with at least 6 employees
  • Liberal professions with at least one employee
  • Executives in responsible positions and / or with decision-making powers and with a personal net income of at least 3,000 euros
  • Civil servants from grade A 14

sample

The LAE uses a random sample of people based on the quota selection process , in which more than 8,000 decision-makers are interviewed. Mainly CAPI / CASI interviews (Computer Assisted Personal / Self Interviews) are used. CATI interviews (Computer Assisted Telephone Interviews) are also carried out for sub- target groups that are difficult to reach .

Content

  • Job-related basic data
  • Company information
  • Decision-making powers
  • Office communication and electronics
  • Vehicle fleet
  • Business trips / trade fairs
  • Finances
  • leasing
  • sustainability
  • Sponsoring / Corporate Social Responsibility
  • Sociodemography
  • Media usage

Collected media

The LAE 2012 shows the reach of 24 newspapers and magazines as well as their online offers. The use of tablet PC apps was also asked again. Only titles are recorded whose journalistic offerings include the areas of business and politics as an essential component and which have an above-average proportion of readers among executives, senior civil servants, the self-employed and professions.

Web links