Arbitron Suspends Use Of eDiary
April 30, 2007 at 6:12 AM (PT)
ARBITRON has suspended use of the EDIARY and sent a letter to 21 markets where results had "a negative impact on return rate." In the letter, ARBITRON wrote, "Our analysis of the WINTER data confirmed our prior research which showed no significant differences between paper and EDIARY recorded listening. However unlike the results from earlier studies, EDIARY appeared to have a negative impact on return rate, that is, the percentage of diaries sent out that are completed, returned, and become intab. We identified this issue during the survey and placed additional sample in the last month to meet our quarterly sample target commitments.
"We regret that this occurred because we expected positive results from EDIARY. We have suspended use of the EDIARY starting with the SPRING and will not redeploy it until we are comfortable that EDIARY will have no negative effect on the diary return and response rates."
The Markets Affected:
Twenty-one markets where the last month is projected to be greater than 38% of the total and one of the first two months is projected to be less than 28% include EL PASO, LITTLE ROCK, FRESNO, BALTIMORE, BATON ROUGE, PUERTO RICO, ORLANDO, OMAHA-COUNCIL BLUFFS, JOHNSON CITY-KINGSPORT-BRISTOL, PROVIDENCE-WARWICK-PAWTUCKET, TUCSON, WEST PALM BEACH-BOCA RATON, MILWAUKEE-RACINE, OKLAHOMA CITY, SYRACUSE, ROCHESTER, NY, PORTLAND, OR, TAMPA-ST. PETERSBURG-CLEARWATER, HARTFORD-NEW BRITAIN-MIDDLETOWN, HUNTSVILLE and PHOENIX.