Employing Individual Diaries for Radio Measuring

K Arnaa

This paper considers several issues: whether there is a drop in the total level of radio listening from day one to day seven during a one-week diary; whether the number of stations in a diary influences the total level of radio listening; and finally whether the level of radio listening is sensitive to the position of the radio station in the list.

Employing Individual Diaries for Radio Measuring

Kristian ArnaaGallup/Taylor Nelson Sofres  Denmark

PURPOSE

It seems to be fairly well acknowledged that using diaries for measuring radio listening holds a number of advantages. On the other hand, the diary method is subject to some criticism. This paper will seek to illuminate three of the points (hypotheses) which are criticised the most in connection with the use of diaries for radio listening measuring.

HYPOTHESIS

It is often said that listening drops during the course of the radio diary period as a result of the receding enthusiasm among the respondents, the so...

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