Getting Those Respondents Involved! A Review of Thirty Years of Experimentation in Respondent Cooperation in Electronic Media Surveys

Because of the large sample sizes, the variety of market conditions, and the variety of methods used by Arbitron in syndicated audience measurement in the United States, the authors have had a rich opportunity to conduct rigorous experimentation in reducing the biases of both nonresponse error and response error in audience surveys.

Getting Those Respondents Involved! A Review of Thirty Years of Experimentation in Respondent Cooperation in Electronic Media Audience Surveys

David Lapovsky Executive Vice President, Worldwide Research, The Arbitron Company, United States, and Robert Patchen Director, Research, The Arbitron Company, United States.

BACKGROUND

Founded in 1949 Arbitron, the largest radio audience measuring company in the United States, uses telephone-placed seven-day mailed diaries to measure more than 260 local radio markets. Until 1993 we were one of two local market television audience measurement companies in the United States and measured more than 200 local markets...

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