Abstract:

This paper describes the results of a parallel test of two methods of collecting radio tuning data with different diary designs. One diary design uses a pre-printed quarter hour approach where there is a row for each quarter hour in the day and the respondents are asked to draw a line across the quarter hour blocks when they listened. The other diary allows the respondents to write in the exact time they started and finished listening. The comparison focused on return rates, tuning and reach analysis, and a profile of the respondents between the two diary methodologies. The aim of the test was to determine whether the different diaries were better at gathering tuning information or elicited a better response.