Put the Radiometer on! Will a switch to electronic measurement ruin our currency in Belgium?

This paper describes the findings of a field test in Belgium whereby radio was measured in a unique nation-wide sample using both the standard seven-day diary system and the GfK Eurisko radiometer with the same individuals.

Put the Radiometer on! Will a switch to electronic measurement ruin our currency in Belgium?

Dominique VancraeynestGfK AUDIMETRIE, Belgium

Philippe DegueldreCIM (Centre for Information on the Media – Multimedia JIC), Belgium

PREFACE

This paper describes the findings of a field test in Belgium whereby radio was measured in a unique nationwide sample using both the standard seven-day diary system and the GFK Eurisko radiometer with the same individuals. Attention is given to critical issues such as respondent compliance, granularity of the listening sequences, volume of listening and audience by daypart. Finally, the voice of the respondent is also...

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