Increasing Response Rates among Potential Adcom Cable Panel Homes. Utilizing Extraordinary Efforts

Linda Baniel and Bill Engel

ADcom Information Services provides cable ratings for local market areas. Television tuning information collected by ADcom meters attached to every working TV set in the home is gathered daily.

Increasing Response Rates Among Potential Adcom Cable Panel Homes: Utilizing Extraordinary Efforts

Bill Engel Linda Baniel ADcom  Information Services, US

EXECUTIVE SUMMARY

ADcom Cable Research has been producing cable ratings in Jacksonville, Florida among cable homes for the past five years. In 1999, two new markets were in the buildup stage, San Francisco, California and Dallas/Ft. Worth, Texas.

Initially, a sample is drawn, using a sampling technique called systematic interval selection from among all cable subscribers for the cable system being measured. These homes are contacted to participate in a 'mini census' survey effort. Subsequently, among these...

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