Arbitron's sampling methodologyisFARmoreimportantthanMrorMrsDePetro's misdeeds

[Sid Schweiger]

>>Regardless of whether six hours is the right figure or not, the
basic idea that if Arbitron furnished diaries to six indviduals in the
same househhold, it could also furnish PPMs to six individuals in the
same household IS valid.<<

Of course it is, but you're missing the point.  Arbitron is not going to place six diaries or six PPMs in one household unless the members of that household reflect the demos Arbitron is trying to measure.  As I posted previously, it still comes down to the respondent's truthfulness when answering the Arbitron rep's questions over the phone, and the only system that would work better is that no household becomes a measurement respondent without a personal visit...something that would drastically drive up the cost of the service.  The personal visit probably would have short-circuited the notion that one household got six diaries and they were all filled out by one person.  Recruiting respondents on the telephone is an opportunity to play the system as Mrs. Depetro did.

>>The real issue is that the sampling methodology is flawed.<<

You keep repeating this, but offer no specifics.  What's flawed about it?

Sid Schweiger
IT Manager, Entercom New England
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