Abstract:

This paper describes the audience measurement problem confronted in the United Kingdom as the number of radio stations available has increased. The conventional diary system - in which stations are pre-listed - is no longer able to cope in some areas. A three stage programme of research was therefore initiated to pilot a new diary approach - involving the use of a sheet of 'station labels'. Respondents would create their own "personal pre-list diary" - the PPD. The paper describes the pilot methodology and then provides summary results in comparison with the existing 'standard' diary method, together with our conclusions. A decision on adopting the new diary has not yet been made by RAJAR; however an update on the PPD's status in this respect will be provided in our presentation at the Symposium.