The Radiometer. Issues of Audience Measurement

Peter Meneer

This paper assesses the potential of the radiometer in offering the radio (and television) industry a major breakthrough for the measurement of their audiences.

The Radiometer. Issues of Audience Measurement and Validity

Peter MenneerPeter Menneer Research

A CONSPIRACY OF SILENCE

There is too often a conspiracy of silence about two key aspects of quantitative sample survey research:

  • about response rates achieved. How exposed is the exercise to the possibility, or probability, of differential response? Are respondents different from nonresponders?
  • about the accuracy of the data obtained. Does the information obtained from the respondents actually measure what it purports to measure?

To a degree all marketing research 'findings' fall short of...

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