Effective with the Winter 2007 survey, radio survey participants in diary-based markets received a traditional paper diary for each eligible household member and were also afforded the option to use an Internet-based electronic diary (eDiary), should the participant find the electronic diary more convenient or appealing. When given the choice, approximately one in twenty people opted to complete the eDiary instead of the paper version—a percentage that Arbitron expected given our research test results prior to the implementation of eDiary.
Our analysis of the Winter data confirmed our prior research, which showed no significant differences between paper and eDiary recorded listening. However, unlike the results from earlier studies, eDiary appeared to have a negative impact on return rate, that is, the percentage of diaries sent out that are completed, returned, and become in-tab. We identified this issue during the survey and placed additional sample in the last month to meet our quarterly sample target commitments.
Under normal circumstances, approximately 33% of the sample should fall into each month, give or take five points (range of 28% to 38% with a midpoint of 33%). Based upon projected diary returns for your market, we expect the distribution of sample by month to be within this range.
We regret that this occurred because we expected positive results from eDiary. We have suspended use of the eDiary starting with the Spring and will not redeploy it until we are comfortable that eDiary will have no negative effect on the diary return and response rates.
Please do not hesitate to contact me with any questions.
Sincerely,
Kevin Wolfson
[email protected]
Our analysis of the Winter data confirmed our prior research, which showed no significant differences between paper and eDiary recorded listening. However, unlike the results from earlier studies, eDiary appeared to have a negative impact on return rate, that is, the percentage of diaries sent out that are completed, returned, and become in-tab. We identified this issue during the survey and placed additional sample in the last month to meet our quarterly sample target commitments.
Under normal circumstances, approximately 33% of the sample should fall into each month, give or take five points (range of 28% to 38% with a midpoint of 33%). Based upon projected diary returns for your market, we expect the distribution of sample by month to be within this range.
We regret that this occurred because we expected positive results from eDiary. We have suspended use of the eDiary starting with the Spring and will not redeploy it until we are comfortable that eDiary will have no negative effect on the diary return and response rates.
Please do not hesitate to contact me with any questions.
Sincerely,
Kevin Wolfson
[email protected]