??e??a G??

1
??e??a G??µ?? Ge????? ?????? ?a???s?as?
?p?te?esµ?t??
???t??? 2006
2
?a?t?t?ta ??e??a?
???????? ?????GOG?S MRB HELLAS ?.?. ???????S
S????G? S??????O? 24 ??eµß???? ??? 5 ?e?eµß????
2005 st? p?a?s?? t?? e?aµ???a?a? s??d??µ?t????
??e??a? ??S??S e??t?se?? ap???e?st??? ??a t?
???????. ????S ??????S ??s?t??? ??e??a µe t?
???s? e??t?µat??????? sta ?????????? t??
e??t?µe??? / p??s?p???? s??e?te??e??. ? ??e??a
d?e????? s?µf??a µe t??? ?a???e? de??t?????a? p??
??????? ? S????, ? ESOMAR ?a? ? WAPOR µ???? t??
?p???? e??a? ? MRB Hellas. ???G?? 2000 ?t?µa
pa?e??ad???. ???G??????????? ??T???S
st??µat?p???µ??? pa?e??ad??? de??µat?????a. ?
st??µat?p???s? ??e? ?? a????? s?µe?? a?af???? 11
?e???af??? d?aµe??sµata. ?? de??µa ?ata??µeta?
st? ???a ?aµß????ta? ?p??? p????? t?? a?a??????
a?t?p??s?pe?t???t?ta ?? p??? t?? ast???t?ta ?a?
ta p????sµ?a?? ?a?a?t???st???. ?s?te???? se ???e
pe????? ep??????ta? t??a?a a?t?st???a s?µe?a
e?????s?? ?ste ?a t?????ta? ? µ???st?? a???µ??
s??e?te??e?? (10) a?? s?µe?? ?a?
a?t?p??s?pe?t???t?ta ?? p??? t?? p????sµ? t??
pe??????. O? p??? t? f??? ?a? t?? ?????a
e??????ta? ?a? t?????ta? p?s?st?se?? µe ß?s? ta
st???e?a t?? ap???af?? t?? ?S??. F??? ??d?e?
49,5 - G??a??e? 50,5 ?????? 18 et?? ?a? ???
p?? ????? e??????? d??a??µa ???????S ????a,
Tessa??????, ?st????, ?µ?ast????, ????t????
pe??????.
?? e??t?µat?????? t?? ??e??a? ?a? ? a????s? t??
st???e??? ????e ap? t?? ??e???t??? ?µ?da t??
???????
3
Teµat???? d?e?e???s??

• ?a?µ?? s?µf???a? µe t?? ?e?t?????a st? ???a µa?
  µ? ??at????/µ? ?e?d?s??p???? pa?ep?st?µ???
• ?????te??? ????? ??a t??? ?p????? e??a?
  s?µa?t???? ?? ?a?ep?st?µ?a??? sp??d??
• ?p??e?? ??a t?? ???? t?? ?a?ep?st?µ???
• S?????t??? a???????s? t?? e???????? pa?ep?st?µ???
  µe ta pa?ep?st?µ?a t?? ??
• ?a s?µa?t???te?a p??ß??µata t?? e????????
  pa?ep?st?µ???
• ??a??a?t???? t??p?? ??????µ???? e??s??s??
  f??t?t??ap? as?e??ste?a ??????µ??? st??µata

4
??µ? de??µat?? / ????? a????s??
?????? ?
18-24 et?? 255 12,7
25-34 et?? 389 19,4
35-44 et?? 354 17,7
45-54 et?? 317 15,9
55-64 et?? 272 13,6
65 et?? 413 20,7
???????
????a 610 30,5
Tessa?????? 149 7,4
?st???? ?e?????? 412 20,6
?µ?ast???? ?a? ????t???? ?e?????? 829 41,5
??????? ???FOS?
?a?????/??µ?t??? 563 28,1
G?µ??s??/???e?? 1019 51,0
?e?????/???t??a 193 9,7
???/??? 225 11,2
????????S ????? ?
F??t?t?? ???/??? 99 4,9
F??t?t?? ??? 54 2,7
F??t?t?? ??? 44 2,2

G??e?? pa?d??? ???e??? 566 28,3
G??e?? f??t?t?? ??? 70 3,5
G??e?? Sp??dast?? ??? 84 4,2

?p?f??t?? (???? t?? ???????) µe pt???? ??? / ??? (p??t? pt???? ? ?a? µetapt???a??) 319 16
?p?f??t?? (???? t?? ???????) µe sp??d?? st?? ????da 248 12,4
?p?f??t?? (???? t?? ???????) µe sp??d?? st? e??te???? 72 3,6
5
1.1 ?a?µ?? s?µf???a? µe t? ?e?t?????a µ?
??at???? / µ? ?e?d?s??p???? ?a?ep?st?µ???
6
1.1.a ?a?µ?? s?µf???a? ? d?af???a? µe t??
?e?t?????a st?? ????da µ? ??at???? / µ?
?e?d?s??p???? ?a?ep?st?µ??? µe d?da?t?a ??a ?s???
f??t??? se a?t? ?????s? st? s????? t?? e??t????t??
S??FO?Oap???ta µ????? 34,0
???FO?Oap???ta µ????? 38,7
7
1.1.ß ?a?µ?? s?µf???a? ? d?af???a? µe t??
?e?t?????a st?? ????da µ? ??at???? / µ?
?e?d?s??p???? ?a?ep?st?µ??? µe d?da?t?a ??a ?s???
f??t??? se a?t? ?????s? a?? ?????a?? ?at?????a
8
1.1.? ?a?µ?? s?µf???a? ? d?af???a? µe t??
?e?t?????a st?? ????da µ? ??at???? / µ?
?e?d?s??p???? ?a?ep?st?µ??? µe d?da?t?a ??a ?s???
f??t??? se a?t? ?????s? a?? ep?ped? µ??f?s??
9
1.1.d ?a?µ?? s?µf???a? ? d?af???a? µe t??
?e?t?????a st?? ????da µ? ??at???? / µ?
?e?d?s??p???? ?a?ep?st?µ??? µe d?da?t?a ??a ?s???
f??t??? se a?t? ?????s? se e?d???? ?at?????e?
??????
10
1.2 ? s?µas?a t?? pa?ep?st?µ?a??? sp??d??
11
1.2.a G?at? e??a? s?µa?t??? ?a sp??d?se? ?a?e??
st? ?a?ep?st?µ?? ?????s? st? s????? t??
e??t????t?? ???at?t?ta µ???? t???? apa?t?se??
12
1.2.ß G?at? e??a? s?µa?t??? ?a sp??d?se? ?a?e??
st? ?a?ep?st?µ?? ?????s? se e?d???? ?at?????e?
?????? ???at?t?ta µ???? t???? apa?t?se??
G?a ?a ap??t?se? µ??f?s? / ?a??????e?a a??te???
ep?p?d??
13
1.2.? G?at? e??a? s?µa?t??? ?a sp??d?se? ?a?e??
st? ?a?ep?st?µ?? ?????s? se e?d???? ?at?????e?
?????? ???at?t?ta µ???? t???? apa?t?se??
G?a ?a ß?e? µ?a ?a?? d???e??
14
1.2.d G?at? e??a? s?µa?t??? ?a sp??d?se? ?a?e??
st? ?a?ep?st?µ?? ?????s? se e?d???? ?at?????e?
?????? ???at?t?ta µ???? t???? apa?t?se??
G?a ?a ?ata????e? ????????? µe t? ????? t??
pt?????
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1.2.e G?at? e??a? s?µa?t??? ?a sp??d?se? ?a?e??
st? ?a?ep?st?µ?? ?????s? se e?d???? ?at?????e?
?????? ???at?t?ta µ???? t???? apa?t?se??
G?a ?a ap??t?se? de???t?te? ?a? ??a? t??p? ?a
s??fteta?
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1.2.st G?at? e??a? s?µa?t??? ?a sp??d?se? ?a?e??
st? ?a?ep?st?µ?? ?????s? se e?d???? ?at?????e?
?????? ???at?t?ta µ???? t???? apa?t?se??
G?a ?a ???e? ???s?µe? ?????µ?e? / s??a?ast??f??
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1.2.? G?at? e??a? s?µa?t??? ?a sp??d?se? ?a?e??
st? ?a?ep?st?µ?? ?????s? se e?d???? ?at?????e?
?????? ???at?t?ta µ???? t???? apa?t?se??
G?a ?a ap??t?se? ????????? ??? a?e???t?t? ap? t??
???????e?a
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1.3 ?p??e?? ??a t? ???? t?? ?a?ep?st?µ???
19
1.3.a ?p??e?? ??a t?? ???? t?? ?a?ep?st?µ??? ?????
s? st? s????? t?? e??t????t?? ???µa?a ap? 1
?a????? s?µa?t??? ??? 5 ??a??et??? s?µa?t???
??s? s?µa?t??? e??a? 1?a????? s?µa?t??? 2 3 4 5??a??et??? s?µa?t??? ??/??
?a ??a??p??e? ap???ta t?? e??st?te a????e? t?? a????? e??as?a? 0,2 1,0 5,7 19,7 67,8 5,7
?a d??e? ?µfas? st?? ap??t?s? e?e?d??e?µ???? ???se?? ?a? de???t?t?? 0,6 1,3 6,4 20,5 65,6 5,6
?a d??e? ?µfas? st?? p??et??µas?a t?? f??t?t? ??a t? e???pa??? ?a? d?e???? pe??ß????? 0,4 1,2 6,5 22,0 64,1 5,8
?a d??e? ?µfas? st? µet?d?s? t?? a???? t?? e???????? pa??d?s?? 1,5 5,2 13,1 22,8 50,9 6,5
?a ?e?t????e? ?? s????e?a t?? ???e??? d????ta? ?µfas? st? ?e???? µ??f?s?, a??? se a??te?? ep?ped? 1,7 5,6 11,7 26,1 48,5 6,3
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1.3.ß ?p??e?? ??a t?? ???? t?? ?a?ep?st?µ??? ?????
s? se e?d???? ?at?????e? ??????
?a d??e? ?µfas? st? µet?d?s? t?? a???? t??
e???????? pa??d?s??
??a??et??? s?µa?t???
21
1.3.? ?p??e?? ??a t?? ???? t?? ?a?ep?st?µ??? ?????
s? se e?d???? ?at?????e? ??????
?a ?e?t????e? ?? s????e?a t?? ???e??? d????ta?
?µfas? st? ?e???? µ??f?s?, a??? se a??te?? ep?ped?
??a??et??? s?µa?t???
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1.3.d ?p??e?? ??a t?? ???? t?? ?a?ep?st?µ??? ?????
s? se e?d???? ?at?????e? ??????
?a d??e? ?µfas? st?? ap??t?s? e?e?d??e?µ????
???se?? ?a? de???t?t??
??a??et??? s?µa?t???
23
1.3.e ?p??e?? ??a t?? ???? t?? ?a?ep?st?µ??? ?????
s? se e?d???? ?at?????e? ??????
?a d??e? ?µfas? st?? p??et??µas?a t?? f??t?t? ??a
t? e???pa??? ?a? d?e???? pe??ß?????
??a??et??? s?µa?t???
24
1.3.st ?p??e?? ??a t?? ???? t??
?a?ep?st?µ??? ?????s? se e?d???? ?at?????e? ??????
?a ??a??p??e? ap???ta t?? e??st?te a????e? t??
a????? e??as?a?
??a??et??? s?µa?t???
25
1.4 S?????t??? a???????s? t?? ?????????
pa?ep?st?µ??? µe ta pa?ep?st?µ?a t?? ??
26
1.4.a S?????t??? a???????s? ?????????
pa?ep?st?µ??? µe ta pa?ep?st?µ?a t?? ?? (??
15) ?????s? st? s????? t?? e??t????t??
?a ???????? pa?ep?st?µ?ae??a? ... ???? ?e???te?a ???? ?e???te?a ???s?? ?a?? ???s?? ?a?? ???? ?a??te?a ???? ?a??te?a ?e? G??????
O? p??? t? ?p?st?µ?????-??da?t??? p??s?p??? 10,6 18,8 3,6 30,6 7,1 5,2 24,2
O? p??? t?? ?????te?????? ?p?d?µ?? 30,0 25,3 4,3 11,7 2,8 2,9 22,8
O? p??? t?? p??et??µas?a t?? f??t?t?? ??a t?? a???? e??as?a? 28,4 22,1 4,0 16,7 2,9 3,5 22,2
29,4
12,3
55,3
5,7
50,5
6,4
27
1.4.ß S?????t??? a???????s? ?????????
pa?ep?st?µ??? µe ta pa?ep?st?µ?a t?? ?? (??
15) ?????s? se e?d???? ?at?????e? ??????
O? p??? t? ep?st?µ?????-d?da?t??? p??s?p???
28
1.4.? S?????t??? a???????s? ?????????
pa?ep?st?µ??? µe ta pa?ep?st?µ?a t?? ?? (??
15) ?????s? se e?d???? ?at?????e? ??????
O? p??? t?? ?????te?????? ?p?d?µ??
29
1.4.d S?????t??? a???????s? ?????????
pa?ep?st?µ??? µe ta pa?ep?st?µ?a t?? ?? (??
15) ?????s? se e?d???? ?at?????e? ??????
O? p??? t?? p??et??µas?a t?? f??t?t?? ??a t??
a???? e??as?a?
30
1.5 ?a s?µa?t???te?a p??ß??µata t?? ?????????
?a?ep?st?µ???
31
1.5.a ?a s?µa?t???te?a p??ß??µata t?? e????????
pa?ep?st?µ??? ?????s? st? s????? t??
e??t????t?? ???at?t?ta µ???? p??te apa?t?se??
32
1.5.ß ?a s?µa?t???te?a p??ß??µata t?? e????????
pa?ep?st?µ??? ?????s? se e?d???? ?at?????e?
?????? ???at?t?ta µ???? p??te apa?t?se??
?? e??e??e?? se ?????te?????? ?p?d?µ??
33
1.5.? ?a s?µa?t???te?a p??ß??µata t?? e????????
pa?ep?st?µ??? ?????s? se e?d???? ?at?????e?
?????? ???at?t?ta µ???? p??te apa?t?se??
? e???p?? ???µat?d?t?s? t?? ?a?ep?st?µ??? ap? t?
???t??
34
1.5.d ?a s?µa?t???te?a p??ß??µata t?? e????????
pa?ep?st?µ??? ?????s? se e?d???? ?at?????e?
?????? ???at?t?ta µ???? p??te apa?t?se??
? µe????? a???µ?? t?? e?sa??µe??? f??t?t??
35
1.5.e ?a s?µa?t???te?a p??ß??µata t?? e????????
pa?ep?st?µ??? ?????s? se e?d???? ?at?????e?
?????? ???at?t?ta µ???? p??te apa?t?se??
?? e??e??e?? se d?da?t??? p??s?p???
36
1.5.st ?a s?µa?t???te?a p??ß??µata t?? e????????
pa?ep?st?µ??? ?????s? se e?d???? ?at?????e?
?????? ???at?t?ta µ???? p??te apa?t?se??
? µe????? a???µ?? f??t?t?? p?? de? te?e?????? t??
sp??d?? t???
37
1.5.? ?a s?µa?t???te?a p??ß??µata t?? e????????
pa?ep?st?µ??? ?????s? se e?d???? ?at?????e?
?????? ???at?t?ta µ???? p??te apa?t?se??
?? e?pa?de?t??? ep?ped? t?? e?sa??µe??? f??t?t??
38
1.5.? ?a s?µa?t???te?a p??ß??µata t?? e????????
pa?ep?st?µ??? ?????s? se e?d???? ?at?????e?
?????? ???at?t?ta µ???? p??te apa?t?se??
?? ep?st?µ????? ep?ped? t?? ?a?ep?st?µ?a???
39
1.5.? ?a s?µa?t???te?a p??ß??µata t?? e????????
pa?ep?st?µ??? ?????s? se e?d???? ?at?????e?
?????? ???at?t?ta µ???? p??te apa?t?se??
?? ?aµ???? aµ??ß?? t?? ?a?ep?st?µ?a???
40
1.5.? ?a s?µa?t???te?a p??ß??µata t?? e????????
pa?ep?st?µ??? ?????s? se e?d???? ?at?????e?
?????? ???at?t?ta µ???? p??te apa?t?se??
? t??p?? ?e?t?????a? t?? f??t?t???? pa?at??e??
41
1.5.?a ?a s?µa?t???te?a p??ß??µata t?? e????????
pa?ep?st?µ??? ?????s? se e?d???? ?at?????e?
?????? ???at?t?ta µ???? p??te apa?t?se??
? p????? e???t?s? t?? ??? ap? t? ?p????e??
?a?de?a?
42
1.6 ??????µ??? e??s??s? f??t?t?? ap? as?e??ste?a
??????µ??? st??µata
43
1.6.a ?a?µ?? s?µf???a? ? d?af???a? µe t?? ?p???
?? f??t?t?? ap? as?e??ste?a e?s?d?µat???
st??µata p?? f??t??? st? ?a?ep?st?µ??, p??pe? ?a
e??s????ta? ??????µ???, a?e???t?ta ap? t??
ep?d?se?? t???, t?? ßa?µ?????a t??? sta
µa??µata. ?????s? st? s????? t?? e??t????t??
S??FO?Oap???ta µ????? 60,2
44
1.6.ß ? ??????µ??? e??s??s? t?? f??t?t?? ap?
??????µ??? as?e??ste?a st??µatap??pe? ?a
p?????eta? ... ???????? ????? ?S?? S??FO???? ??
??? ?????????? ???S??S? F?????O? ??? ??????????
?ST???S???? S??O???? (?1204)
?????? ap? ?aµ???t??a, µa????????a d??e?a t??
t?ape??? p??? t??? f??t?t?? as?e??ste???
e?s?d?µat???? st??µ?t??
??/??
????
?????? ap? t?? ep?ß??? d?d??t??? µ??? se f??t?t??
ap? ta ?s????te?a e?s?d?µat??? st??µata p??
f??t??? st? ?d?? pa?ep?st?µ?a?? ?d??µa
?????? ap? t?? ??at??? p???p?????sµ? ??a t??
pa?de?a