This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies. Find out more here

NEWS9 May 2012

New CRE study hopes to improve diary samples

North America

US— The Nielsen-funded Council for Research Excellence is to embark on a three-market study to look at ways of improving diary samples for local TV measurement.

The aim of the study is to help better understand response bias in address-based samples. The three markets where the research will take place are Dallas-Fort Worth ( a local people meter market ), Albuquerque-Santa Fe ( a standard Nielsen meter market ) and Paducah, Kentucky-Cape Girardeau, Missouri-Harrisburg, Illinois ( a diary market ).

Sampled homes in all three markets will be sent a questionnaire on media equipment ownership and general viewing patterns. Any homes identified as not having a TV set will be asked if they have any source of television available to them. If they do, they will be sent a modified diary to record what they view and what device they use to watch it.

CRE chair Ceril Shagrin said: “By making comparisons of diary-based measurement to meter-based measurement and set-top-box information – and conducting specific follow-up studies with non-responding as well as non-TV homes – this effort should provide new insights into responders and non-responders of the address-based sampling diary service.”

The study is the second project carried out by the CRE’s Sample Quality Committee.

@RESEARCH LIVE

0 Comments