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D I A R Y
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Data collecting from same person during the
week, providing a more reliable picture of radio
consumption from day to day
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Opportunity to correctly calculate cumulative
weekly reach, frequency of listening and Time
Spent Listening (TSL) from day to day
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More detailed picture of individual listener
behaviour (zapping, first choice, etc.)
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Reliability and granularity of the data – people
tend to over-report their ‘top of mind’ stations
and are less precise about the stations they
listen to less frequently
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Lack of control over respondents – more reliant
on their discipline and reliability
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More expensive than Recall studies
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Requires higher investments in operations and
interviewers
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Difficult to reach specific target audiences (e.g.
people with high income, young people, etc)
D A Y - A F T E R R E C A L L : C A T I / C AW I
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Higher control over standards and consistency
of data collection compared to self-filling diary
– the question is always about yesterday
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Less expensive than diary
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Better accessibility (compared to diary) for
specific and narrow target groups
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Usually delivers higher general reach figures
compared to diary
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Bigger sample size possible, offers greater
frequency of reporting
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Data collected for different days of the week
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Less work for the respondent
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Relative error caused by fact that different
people provide data for different days of the
week. As a result there may be modelling errors
with the estimation of weekly reach
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Less granularity of the data as a result of
memory errors
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A limited number of stations can be encoded
due to the restricted CATI interview time frame
(not the case for CAWI)
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Usually delivers smaller reach for Average
Quarter Hour (AQH) compared to the diary
FIGURE 03:
A COMPARISON OF THE PROS AND CONS OF DIARY
AND DAY-AFTER RECALL METHODOLOGIES
D I A R Y / D A Y - A F T E R R E C A L L
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Traditional and established method: stability of
the advertising sales market
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Lower cost
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Large sample
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Potential for more user-friendly format (online
diary, smartphone applications), leads to
higher respondent commitment
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Lack of common radio and TV currency
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Lower accountability and granularity: delivering
listening rate per quarter/half an hour, and
infrequent reporting
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Lower accuracy: inability of people to recall and
identify every listening occasion after time
FIGURE 04:
A COMPARISON OF THE PROS AND CONS OF
DECLARATIVE AND PASSIVE METHODOLOGIES