Abstract:

German radio stations began a large-scale multi-method test in 1995 in order to validate and improve radio survey methods. After five years of research experience and an investment of more than DM 2 million the Joint industry committee for media research in Germany (AG.MA) decided to change the method in 1999. Radio audience and radio coverage be collected using the CATI method. This final report presents the conclusions of these tests and the development of the CATI method for a dio research in Germany. The first part of this paper briefly reviews our decision to change the method of radio research. The paper will then review the methodological approaches towards a “gold standard” for the measurement of radio audience using CATI. In conclusion final results will be summarised and outlook and recommendations for future radio research will be given.