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Web Survey Bibliography

Title Transitioning from Self-Reports to Self-Installed Electronic Audience Measurement
Source 63rd Annual conference of the American Association for & WAPOR 61th Annual Conference, 2008
Year 2008
Access date 02.06.2009

For the past century, self-reports have served as the primary means of collecting information from the public about different types of behavior. Technological innovations have opened new doors for measuring certain behaviors through electronic means. Nielsen has used self-reports recorded in a paper diary for television audience measurement since the 1950s. Yet, as viewing choices have increased and television technology has evolved, respondents increasingly have difficulty accurately and completely recording all viewing information in a paper-based diary. Over the last several years Nielsen began to leverage these newer technologies with relatively expensive and invasive electronic metering devices (traditionally reserved for national ratings) deployed to replace the diary in the largest local television markets. More recently, Nielsen developed the “mailable meter”, a smaller self-installed television meter that captures tuning data (what shows were watched and for how long). This technology can potentially collect more complete and accurate television tuning information, while reducing respondent burden (completion of a much simpler viewing log of who is watching). Methodologies were developed to maximize respondent cooperation and compliance, focusing on three key areas: (1) recruitment techniques to ensure a high level of commitment among participating households; (2) a support structure to provide assistance to respondents throughout the measurement period; and (3) an optimized incentive structure which balances participation gains with cost. In November 2007, a mailable meter field test was conducted with more than 400 households in parallel with self-reported diary measurement. Key metrics from this test were analyzed across different demographic groups, including recruitment rates, return rates, final response rates, and respondents’ experiences and perceived burden via data collected by a follow-up questionnaire after completion of the study. Findings from this effort are compared with those from the self-reported diary and are discussed within the growing shift from self-reports to electronic behavior measurement.

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Year of publication2008
Bibliographic typeConferences, workshops, tutorials, presentations
Full text availabilityAvailable on request

Web survey bibliography - WAPOR 61th Annual Conference, 2008 (55)

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