The Longitudinal IntermediaPlus Data Source (2014-2016)

The media analysis data was collected for commercial purposes. They are used in media planning as well as in the advertising planning of the different media genres (radio, press media, TV, poster and since 2010 also online). They are cross-sections that are merged together for one year. ag.ma kindly provides the data for scientific use on an annual basis – with a two-year notice period – to GESIS. In addition, agof has provided documentation regarding data collection (questionnaires, code plans, etc.) for the preparation of the MA IntermediaPlus online bundle.

In order to make the data accessible for scientific use, the datasets of the individual years were harmonized and pooled into a longitudinal data set starting in 2014 as part of the dissertation project ´Audience and Market Fragmentation online´ of the Digital Society research program NRW at the Heinrich-Heine-University (HHU) and the University of Applied Sciences Düsseldorf (HSD), funded by the Ministry of Culture and Science of the German State of North Rhine-Westphalia.<br>The prepared Longitudinal IntermediaPlus dataset 2014 to 2016 is a ´big data´, which is why the entire dataset will only be available in the form of a database (MySQL). In this database, the information of different variables of a respondent is organized in one column, one row per variable. The present data documentation shows the total database for online media use of the years 2014 to 2016. The data contains all variables of socio demography, free-time activities, additional information on a respondent and his household as well as the interview-specific variables and weights. Only the variables concerning the respondent´s media use are a selection:

The online media use of all full online as well as their single entities for all genres whose business model is the provision of content is included - e-commerce, games, etc. were excluded. The media use of radio, print and TV is not included.

Preparation for further years is possible, as is the preparation of cross-media media use for radio, press media and TV. Harmonization is available for radio and press media up to 2015 waiting to be applied. The digital process chain developed for data preparation and harmonization is published at GESIS and available for further projects updating the time series for further years. Recourse to these documents - Excel files, scripts, harmonization plans, etc. - is strongly recommended.

The process and harmonization for the Longitudinal IntermediaPlus for 2014 to 2016 database was made available in accordance with the FAIR principles (Wilkinson et al. 2016). By harmonizing and pooling the cross-sectional datasets to one longitudinal dataset – which is being carried out by Inga Brentel and Céline Fabienne Kampes as part of the dissertation project ´Audience and Market Fragmentation online´ –, the aim is to make the data source of the media analysis, accessible for research on social and media change in Germany.

本媒体分析数据集为商业用途采集，应用场景涵盖媒体规划与不同媒体类型（广播、印刷媒体、电视、户外海报，自2010年起新增网络媒体）的广告策划工作。此类数据为年度合并的横截面数据（cross-sections）。ag.ma 每年会向GESIS提供可用于科研的数据集，使用需提前两年告知。此外，agof 已提供与数据采集相关的文档（含调查问卷、编码方案等），用于制作MA IntermediaPlus在线套件。

为使数据集可用于科研，2014年起，依托德国北莱茵-威斯特伐利亚州文化与科学部资助的海因里希·海涅大学（HHU）与杜塞尔多夫应用科技大学（HSD）数字社会研究项目NRW下的学位论文项目《在线受众与市场碎片化》（Audience and Market Fragmentation online），研究人员对各年度数据集进行了数据协调（harmonization），并合并为纵向数据集（longitudinal dataset）。

本次整理完成的2014-2016年Longitudinal IntermediaPlus数据集属于大数据（big data）范畴，因此完整数据集仅能以MySQL数据库形式提供。该数据库中，每位受访者的多维度变量信息按"一列存储变量、一行对应单变量"的规则组织。本数据文档展示了2014-2016年在线媒体使用情况的完整数据库，涵盖社会人口学变量、闲暇活动变量、受访者及其家庭的补充信息、访谈专属变量与权重变量。仅与受访者媒体使用相关的变量为筛选后的子集：

所有以内容提供为商业模式的媒体类型的整体在线使用情况及其细分板块均被纳入统计——但电子商务、游戏等类型除外。广播、印刷媒体与电视的媒体使用数据未被包含在内。

后续年度的数据整理工作具备可行性，广播、印刷媒体与电视的跨媒体使用数据整理亦可开展。截至2015年的广播与印刷媒体数据协调工作已完成，待后续应用。为数据整理与协调开发的数字化流程链已发布于GESIS平台，可用于后续年度时间序列的更新项目。我们强烈建议参考此类文档，包括Excel文件、脚本、数据协调方案等。

2014-2016年Longitudinal IntermediaPlus数据库的处理与数据协调流程严格遵循FAIR数据原则（FAIR principles，Wilkinson et al. 2016）。由Inga Brentel与Céline Fabienne Kampes在《在线受众与市场碎片化》学位论文项目框架下开展的横截面数据集整合与协调工作，旨在让媒体分析数据源可用于德国社会与媒体变迁相关研究。