Arbitron Ups The Ante For Response Rates And Proportionality
March 13, 2006 at 11:00 AM (PT)
ARBITRON has introduced "THE RESPONSE RATE AND PROPORTIONALITY ACTION PLAN," a comprehensive set of initiatives to bolster response rates and improve sample proportionality for 18-24 males.
These steps that will be taken to bolster response rates:
Use of pre-placement letters with a one dollar cash incentive to ALL mailable sample by the end of 2006. ARBITRON presently uses this treatment with 48% of households.
By the end of 2007, the minimum diary incentive will double from $1 to $2 in ALL markets. Nearly two thirds of households currently receive the $1 minimum incentive.
Here is what will be done to improve young male representation:
Beginning in SPRING'06, a $5 cash incentive in all markets will be given for each person in homes with one or two males 18-24.
By the end of 2006, The "$5 thank you" expands from 58 markets to all markets for agreeing to participate in the survey.
Starting in 2008, sampling of homes that can be reached only by cell phone.
ARBITRON President, Operations, Technology, Research, And Development OWEN CHARLEBOIS said, "This plan is ARBITRON’s most extensive investment in diary survey quality in the past decade. It demonstrates ARBITRON’s full commitment to better measurement in diary markets, not just PPM. These are a major steps forward while we work toward more long lasting solutions."