Arbitron uses a panel-based methodology to collect radio listening data, and produce media ratings in various markets around the country. The method for collecting this data is the Portable People Meter, a cell phone sized device that passively measures exposure to encoded audio in media. As each individual meter is carried by a unique panelist, we can associate the media that the PPM detects to the panelist who is wearing it, thus creating an electronic log of their listening. From that we can estimate who was listening to radio. After panelists leave a panel, we occasionally re-contact them to gather additional information via surveys. During the summer of 2011, Arbitron conducted one such survey. Panelists were given the opportunity to choose to respond via a variety of methods, including:
• Self-administering a paper survey and mailing it back to us in a Business Reply envelope
• Completing the survey on the web after clicking on a link in an email
• Calling Arbitron and having an interviewer Administer the survey
• Completing the survey on the web by utilizing a “Quick Code” that was shown on the mailed survey.
The survey consisted of a few multiple choice questions, as well as several open-ended questions. In this paper, the contributions of each mode of response to the overall response rate, as well as the difference between the types of data collected by each mode will be analyzed. Additionally, item nonresponse for the various modes will be examined as well.