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Research papers

Assessing radio advertising effectiveness

When respondents are asked to recall ads in a “real world” context radio does well both in absolute terms and relative to television. Aided ad recall in this study averaged 32% across ninety-one radio ads vs. 38% a cross seventy-four ads...

Catalogue: ESOMAR/ARF Seminar 1999: Radio On The World Stage
Authors: Jackie Ferris, Owen Charlebois
June 15, 1999

Research papers

How different is a random digit dialing sample from a listed sample?

In Canada, about 98% of all households have telephones, and unlisted telephone numbers are relatively rare. Given this, BUM has recruited participants for its radio ratings surveys using a sample frame of listed telephone numbers. In analyses of our...

Catalogue: 2nd Radio Research Symposium
Authors: Jackie Ferris, Owen Charlebois
June 15, 1997