Arbitron Response Rates Tumble.

Response rates to Arbitron radio surveys in the top 12 metros were down nearly 10% comparing Summer 2002 to Summer 2001 according to a study by the ratings experts at Research Director, Inc.

The average response rate in these 12 markets for the Summer 2002 survey was 27.5%, down from the 30.5% average rate in Summer 2001. None of these major markets had a response rate over 30%, meaning that less than three in ten persons in Arbitron’s pre designated sample sent back useable information to the ratings company.

Response rates are an important indication of the quality of the survey because they are a measure of how well the sample is represented. Since those who do not participate in the survey may have different listening behaviors than those who do, declining response rates are of particular concern to researchers and users of the data.

The study focused on the top 12 markets, but Marc Greenspan, a partner at Research Director, Inc. pointed out that, .Response rate studies often look at all 283 radio markets, where 194,263,200 persons 12 years and older live, but 36% of this population lives in the top 12 markets. Historically, the smaller markets boost average response rates. Because of their diversity and lifestyle issues, the biggest survey quality problems occur mostly in the larger metros.

Two elements contribute to response rates — consent and return. The biggest decline has been in consent rate, according to the Research Director, Inc. study. Consent, the percentage of the pre designated sample that agrees to participate in the survey, fell 11.5% compared with Summer 2001. .It is not entirely Arbitron.s fault,. said Charlie Sislen, a partner with Research Director, Inc. .With the expansion of caller ID and call-blocking services, all survey companies are having trouble getting participation. Most program directors are having a harder time finding participants for their call-out research and focus groups.

Some critics believe that response rate problems are inherent with the diary methodology. Arbitron is exploring alternatives to the diary, which includes the PPM (personal people meter). The PPM automatically records what radio stations the survey respondent has been exposed to, instead of relying on respondents to write down in a diary the radio stations they believe they have listened to.

“I don’t see how the introduction of the PPM will improve response rates,” said Rhody Bosley, a partner at Research Director, Inc. “Clearly the problem is with consent, which means people are refusing to be part of Arbitron.s sample even before they fully know what is expected of them. The PPM also requires a much more formidable commitment from survey respondents than the seven-day diary.”

To view charts CLICK above on ‘More Images’.