Kelly Research Unveils DSD
September 8, 2009 at 3:48 PM (PT)
KELLY MUSIC RESEARCH is launching DSD, Digital Survey Delivery, for radio library music testing. Combining the random telephone sample reliability of callout with the speed and cost-efficiency of high-speed Internet connections, radio stations can now field a complete 500-song library music test in half the time and at half the cost or less.
"Now that nine out of 10 Americans have high-speed Internet access, the time has come for DSD," KELLY MUSIC RESEARCH VP/GM PAUL KELLY said. "The most critical phase of an accurate music test is recruiting a random sample. Our approach is very different from using a station’s loyal listener database for surveys. DSD recruits passive listeners for surveys. And digital delivery makes it much less expensive to execute."