Abstract:

The radio survey method test carried out in 1995 by the German radio organisations within AG.MA was a milestone in German radio research in many respects. This was the first time that a method test of this kind had been carried out in Germany, at great expense, in order to validate reach figures. As a result the knowledge gained will also have far- reaching implications for radio survey methods. The concept of this large-scale multi-method test was presented at the 1st ESOMAR Radio Research Symposium, which took place in Paris two years ago. This report presents the most important results of this multi- method test to a large international audience of experts for the first time. In the first part of this report the different test models and the motives which led to carrying out the study will be briefly reviewed. The most important and interesting results will then be presented. In conclusion the results will be summarised and the outlook and recommendations for future radio research will be provided.