Radio audience measurement

Date of publication: June 15, 1997

Author: Steve Wilcox

Abstract:

This paper reports on an investigation of the relative performance of one, two and four week diaries for radio audience measurement. A special four week diary study carried out in 1992 by Research Services Limited for RAJAR has been re-analysed to evaluate the trade-offs between respondent fatigue, the performance of the extended reach model, sample efficiency and relative cost.

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