Arbitron's sampling methodology is FAR moreimportantthanMrorMrsDePetro's misdeeds

[Dan Billings]

----- Original Message ----- 
From: "Garrett Wollman" <wollman@bimajority.org>
To: "Dan Billings" <billings@suscom-maine.net>
Cc: "BRI+" <boston-radio-interest@rolinin.bostonradio.org>
Sent: Saturday, August 23, 2008 1:36 PM
Subject: Re: Arbitron's sampling methodology is FAR 
moreimportantthanMrorMrsDePetro's misdeeds

> Ask Arbitron what their 95% confidence margin of sampling error is.
> You may find that the difference between first and tenth place is
> entirely within the margin of error.  (And there will still be a one
> in twenty chance that it's completely wrong.)

And despite the small sample size, they cut the data up for different 
demographic groups -- which results in even smaller sample sizes and an even 
greater margin of error.

And people take the numbers seriously!