Cell Phones & Arbitron Radio Surveys.

Arbitron is at the forefront in exploring the impact of cell-phone-only homes on the survey research process. We have completed three tests on reaching cell-phone-only homes and a fourth critical test is scheduled for this Summer.

To date, our research suggests that we can devise the methods needed to successfully recruit cell-phone-only homes into our radio ratings survey. Before we implement any changes in our recruitment procedures, however, we need to be absolutely certain that these steps will indeed lead to the desired improvement in the overall quality of our estimates.

Our test this Summer will help clarify the unique challenges involved in changing our methodology to add cell-phone-only homes. It will give us an empirical basis for understanding the impact on response rates, listening levels and the quality of the diary reporting.

The progress report also details how we are exploring other ways to get a better response from young male households. We are looking at expanding some of our survey treatments for young males across all race and ethnicity categories. We also are exploring a faster introduction of a Web-based electronic alternative to the paper-and-pencil diary. Finally, we are assessing the effort needed to modify our various software systems to accommodate the inclusion of cell-phone-only homes.

We recognize that there are several questions we need to answer first about adding cell-phone-only homes to our samples. We will be sure to consult with the industry and keep everyone informed every step of the way about the impact on the ratings and the overall quality of the data resulting from any new methods used to address this issue.

To view report CLICK below (Adobe Acrobat Reader required):

http://www.arbitron.com/downloads/cellphoneprogressreport1.pdf