Arbitron Research into Enhancing Diary-based Ratings Services

14 papers and presentations on Arbitron’s research into improving its survey methods and improving its ratings services selected for public opinion research conference.

The commitment by Arbitron Inc. (NYSE: ARB) to improve and enhance it diary survey services was clearly demonstrated by the company’s active participation in the annual conference of the American Association for Public Opinion Research (AAPOR) recently held in Anaheim, California. In all, 14 papers and presentations on the research conducted by Arbitron into improving its survey methods were accepted for the conference, which attracted more than 900 public opinion and survey research professionals from across the country.

“Much of the research presented at the AAPOR conference was conducted by universities and governmental agencies, and Arbitron stood out among the media research companies for having so many papers accepted,” said Bob Patchen, vice president and chief research officer, Arbitron Inc. “The papers were all highly relevant and many reinforced Arbitron’s commitment to maintaining the quality of our diary-based radio ratings services. Our research efforts to improve our survey techniques not only benefit Arbitron’s customers, but also contribute to the advancement of public opinion research.”

Arbitron’s research on including cell-phone-only homes in diary and Portable People Meter ratings surveys was particularly well received at the conference, including a paper that presented the results of three large-scale cell phone studies conducted over the last several years.

“Our research explored the issues that challenge all research firms and provided insights into the development of effective approaches for contact, cooperation, and response among cell-phone only homes,” said Barbara O’Hare, Arbitron Director of Methods Development and Evaluation.

Others papers presented at the conference reported on Arbitron’s research efforts to improve its diary service by increasing the participation of young males, Hispanics and 18 to 24 year olds in its radio listening surveys. This research included testing new ways to communicate with young adults, determining the affect of changing graphics and texts in recruitment brochures, examining the impact of varying the timing and amount of incentives and studying the affect of offering non-monetary incentives.