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PPM
- Thread starter toonces2u
- Start date
toonces2u said:
My hunch = they look at lottery ticket purchases, unemployment records, and editorial blogs. When they get a convergence of unemployed, lottery-purchasing, name-calling people who like to complain a bunch without DOING anything ... they are PRIME candidate to represent our audience listening habits.
Address based recruiting primarily along with a goal 20% cell-phone. Arbitron mails to zip codes to get a stratified sample. Under pressure they are random dialing cell-phone prefixes to expand on that base and reach those that may not have physical addresses.
In Seattle there are just over 1700 panelists. The panel represents proportional zipcodes and demographics of the Seattle area. Additional panelists in each demo are also carrying meters so when one 18-24 year female drops out, another is seemlessly added. Turnover is 5-10% each month, with some staying in for 18-24 months.
My issue with PPM is not the panel, the recruiting or the methodology. It is better than just guessing what you listened to and hoping people return diaries. (and when they don't weighting the ones you have). My issue is that it should be limited to one meter per household. A family of seven each having a meter seems to defeat the purpose of a "random" sample.
In Seattle there are just over 1700 panelists. The panel represents proportional zipcodes and demographics of the Seattle area. Additional panelists in each demo are also carrying meters so when one 18-24 year female drops out, another is seemlessly added. Turnover is 5-10% each month, with some staying in for 18-24 months.
My issue with PPM is not the panel, the recruiting or the methodology. It is better than just guessing what you listened to and hoping people return diaries. (and when they don't weighting the ones you have). My issue is that it should be limited to one meter per household. A family of seven each having a meter seems to defeat the purpose of a "random" sample.
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