Dramatic Improvements in Diary Respondent Cooperation
Marked Mailed Diary Materials Stand Out as Important
Rachel MuellerLust Nielsen Media Research, United States
INTRODUCTION
In the United States, Nielsen Media Research's local measurement of television audiences makes use of a mailed diary methodology. Information gathered with the diary is combined with meter information in larger markets, and in smaller markets, is used for both household and person measurement. Over the past several years, the proportion of returned usable diaries has continued to decline, just as telephone and mailed survey response rates have been declining throughout the industry (see Figure 1...