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figure 03:
A comparison of the pros and cons of Diary and
Day-After Recall methodologies
Diary
• Data collecting from same person during the
week, providing more reliable picture of radio
consumption from day to day
• Opportunity to correctly calculate cumulative
weekly reach, frequency of listening and Time
Spent Listening (TSL) from day to day
• More detailed picture of individual listener
behaviour (zapping, first choice etc)
• 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
• Lack of control over respondents – more reli-
ant on their discipline and reliability
• More expensive than Recall studies
• Requires higher investments in operations and
interviewers
• Difficult to reach specific target audiences (e.g.
people with high income, young people, etc)
Day-After Recall: CATI/CAWI
• Higher control over standards and consistency
of data collection compared to
self-filling
diary
– the question is always about yesterday
• Less expensive than diary
• Better accessibility (compared to diary) for
specific and narrow target groups
• Usually delivers higher general reach figures
compared to diary
• Bigger sample size possible, offers greater
frequency of reporting
• Data collected for different days of the week
• Less work for the respondent
• 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
• Less granularity of the data as a result of
memory errors
• A limited number of stations can be encoded
due to the restricted CATI interview time frame
(not the case for CAWI)
• Usually delivers smaller reach for Average
Quarter Hour (AQH) compared to the diary