New Spring 2004 Survey Techniques Boost Response Rates @ Arbitron.
July 17, 2004
Arbitron Inc. released a summary of response rates, consent rates and return rates for all 287 markets measured in the Spring 2004 survey.
“Targeted” Response Rate Treatments Effective
In the Spring 2004 survey, Arbitron introduced pre-placement and follow-up treatments for young male, black, and Hispanic households in 20 low-response rate Metros. Arbitron also expanded the pre-placement treatment in the top 10 Metros.
In the 20 “targeted” low-response Metros, the new treatments increased response rates by 2.7 percentage points, from 26.5 percent in Spring 2003 to 29.2 percent in Spring 2004. In the top ten Metros, response rates rose by 0.3 points, from 29.0 percent in Spring 2003, to 29.3 percent in Spring 2004.
Across all Arbitron Metros in the Spring 2004 survey, the average Metro survey area response rate declined 0.7 percentage points from 33.7 percent in Spring 2003 to 33.0 percent. The return rate increased 0.9 points, from 55.4 percent in Spring 2003 to 56.3 percent in Spring 2004. The consent rate declined 2.0 points, from 60.1 percent in Spring 2003 to 58.1 percent in Spring 2004.
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