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Diary Enhancements Aim to Improve Response in Tougher Demos

Arbitron is tweaking its diary survey.

Arbitron is tweaking its diary survey.

The steps are intended to improve response rates for hard-to-reach demographics.

It created a “Second Chance Diary.” In continuously measured markets the company will offer a second chance to respondents in households who agree to participate but fail to return diaries for the week they were selected.

“During the test of this initiative, improvements were seen in young male, black and Hispanic proportionality,” Arbitron said. “Forty percent of the households who agreed to participate for a second time returned diaries.”

Also, Arbitron is expanding the promised incentive to non-continuously measured markets where the Male 18-34 proportionality index is less than 60.

“At recruitment, households with young male respondents, aged 18–34, are promised an additional premium for each returned diary. Promised incentives were successfully implemented in the top 10 markets for black and Hispanic persons 12+ in Fall 2002 and has since been expanded to additional markets,” it said.