Dramatic Improvements in Diary Respondent Cooperation. Making Mailed Diary Materials Stand Out as Important

This article, by an executive of Nielsen Media Research in the US, describes how the company achieved significant improvements in response to its viewing diaries which it uses to measure local TV audiences.

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...