Arbitron Radio Diary Goes Electronic In Winter '07
October 31, 2006 at 9:49 AM (PT)
ARBITRON announced that beginning with the WINTER 2007 survey (JANUARY 4-MARCH 28), radio survey participants in diary-based markets will have the option to use an Internet-based, electronic diary in place of the standard paper and pencil survey tool.
Based on its tests of the electronic diary, ARBITRON expects that at least one out of every 20 survey participants will chose the Internet-based e-Diary option. The ARBITRON tests showed eDiary keepers to be younger. The largest demographic group of eDiary keepers was 25-34, while the largest demographic group of paper diary keepers was 45-54.
There was no significant difference in the number of quarter-hours of listening or the number of stations entered into the eDiary versus the paper diary. Every phone call to survey households will include an option to complete either the paper or the online version of the diary. Letters sent to survey households also will include a mention of the eDiary. An insert explaining how to access and log into the eDiary will be included in each diary sleeve mailed to consenting households.
ARBITRON VP/Domestic Research ED COHEN said, "We want to give Internet-savvy respondents the option to use an up-to-date survey tool that better fits their lifestyle and habits. The ARBITRON eDiary has the potential to increase survey participation from younger adults, a population that currently tends to be under-represented among paper and pencil diary keepers."
Want to see what the new electronic diary image looks like? Just click here.