'Project Leapfrog' Is Arbitron's Test Of New Methodology For Mid-Sized And Small Markets
May 17, 2011 at 12:45 PM (PT)
ARBITRON held a webinar TODAY (5/17) entitled, "Project Leapfrog -- Testing A New Experimental Approach To Measuring Mid-Sized And Small Markets." It was hosted by VP/Diary And National Product Measurement BRAD FELDHAUS and SVP/Marketing BILL ROSE.
ROSE began by reminding all that LEAPFROG is a "test ... it's experimental," and said it would be reviewed when completed. The project will "explore alternatives to today's paper and pencil diary."
FELDHAUS began by noting, "if someone was gonna design something different, it might as well be us."
The goal of LEAPFROG:
* Higher Sample Size
* Improved Representation
* Web/Mobile Data Collection
* 100% Address-Based Sample
* Mail-Based Recruitment
* Web/Mobile Primary method of data collection
* Premiums provided ONLY upon completion of survey
* Address-based probability sample frame
* Paper diary available upon request
FELDHAUS said a test was held in JUNE 2010, "to see if an acceptable rate" could be achieved. He reported it exceeded expectations with higher 18-34 returns than expected.
FELDHAUS addressed the timing of a roll-out, saying "We're excited about this project, but we can't provide a hard date at this time."