The Accuracy of Diary Measures of Car Radio Audiences: An Initial Assessment

Avery M. Abernethy

7 citations0/0 files storedJournal of Advertising

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Radio, Podcasts, and Digital Media Media, Journalism, and Communication History Survey Methodology and Nonresponse

Abstract

Despite the importance of diary measures, the dominant method used to measure radio audiences, few studies have been published concerning the accuracy of those measures. Several different measures of car radio audiences were conducted over a three-month period, including an audio tape of each subject's car radio listenership, in order to assess the accuracy of diary measures of car radio audiences.

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1979A Paradigm for Developing Better Measures of Marketing Constructs 1963Measuring advertising effectiveness.1982How Media Directors View Reach/Frequency Estimation 1984Fundamentals of advertising research

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1991Enhancing and Measuring Consumers' Motivation, Opportunity, and Ability to Process Brand Information from Ads

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