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Arbitron Cites Progress in Cell-Only Households

Arbitron Cites Progress in Cell-Only Households

Arbitron has been testing survey methods to reach the 7% of households that use only cell phones, so that it may incorporate those users into its radio listening surveys.
In a progress report, Arbitron says it completed three tests on reaching cell-phone-only homes; a fourth test is scheduled for this summer. The research firm hopes the next test will help it understand the impact that adding cell-only households would have on response rates, listening levels and the quality of the diary reporting.
The progress report also details how Arbitron is exploring other ways to get a better response from young male households. It’s also looking at a faster introduction of a Web-based electronic alternative to the paper-and-pencil diary.
To see the report, click here.