Abstract:

The conversion of the RADAR network audience measurement service from a telephone to a diary-based survey provides an opportunity to study differences in the results from the two collection methodologies.This paper examines the differences observed in audience estimates produced by the two survey methodologies. The authors conclude that 1) overall listening levels are similar between the two methods; 2) differences in the estimates of individual radio networks are mixed in direction and generally not statistically significant, and 3) Average Quarter Hour radio usage is slightly higher with the diary. The paper suggests that the quality of execution was probably a more important factor in the survey results obtained than the survey method selected.