A Study of Non-Response in the TV Diary Ratings Survey
Eva Tolkunow and Terry Rushbrook
This paper describes research into the difference between responders (those that complete and return a ratings diary) and non-responders (those that agree to do the survey but never return their diary) to the BBM television ratings sweep.
A Study of NonResponse in the TV Diary Ratings Survey
Terry Rushbrook
andEva TolkunowBBM Bureau of Measurement
Canada.
INTRODUCTION
BBM is a Canadian, tripartite, cooperative organization that
provides TV and radio audience data to its members. Because...
