2012 Radio Survival Kit Contents - Nielsen

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1. SAMPLE DESIGN Nielsen - 2012 Radio Survival Kit. RADIO SURVEY METHODOLOGY AND OTHER TECHNICAL INFORMATION The sample on which all radio survey information is based, is a stratified multistage probability sample selected in the following manner: Page 1 of 5 The total sample requirement of Census Collector's Districts (CDs) is allocated to the regions making up the survey area (see area definitions elsewhere in survival kit) in proportion to the 2010 Estimated Resident Population. Within each region, the sample of CDs is then allocated to the Statistical Local Areas (SLAs) which make up that region in proportion to the 2010 Estimate of occupied private dwellings. SLAs, which are too small to attract sample, are grouped with SLAs adjacent on a geographically ordered list. Within each region SLAs (or groups of SLAs) are divided into bands according to the number of CDs required. The CDs are ordered in a geographic serpentine order, and grouped into bands of adjacent CDs such that the bands have equal numbers of occupied private dwellings according to the 2010 Estimated Resident Population. One CD is selected in each band in Sydney, Melbourne, Brisbane, Adelaide and Perth. If a selected CD has recently been used in a Nielsen Media survey, a further selection is obtained in the same manner. In some cases CDs are combined to build up the size of the area to a minimum level. Geographic serpentine ordering of areas is done by starting with the area in the north eastern corner (top right) and proceeding from east to west, and then west to east, gradually moving southwards, in a winding or serpentine fashion. This method ensures an even spread of the sample across the target area. Metropolitan Markets In Sydney, Melbourne, Brisbane, Adelaide and Perth during the first survey wave, a quarter of the selected CDs, spread throughout the entire survey area, are surveyed each week. In subsequent survey waves one fifth of the CDs are surveyed each week. Data from two survey waves are combined in producing a report although only the last two weeks of data carry over from the first survey into Wave #2 in the markets of Sydney, Melbourne, Brisbane, Adelaide and Perth. Selected CDs are mapped, blocks numbered and starting points selected at random. To achieve the planned sample, a minimum of four diaries is placed in each interviewing area each week. Regional Markets In the majority of regional markets the selected CDs are surveyed across the whole survey period. In certain larger markets the selected CDs are surveyed across half the survey period, then re-visited for the other half. Selected CDs are mapped, blocks numbered and starting points selected at random. To achieve the planned sample, a minimum number of diaries are placed in each interviewing area each week. The actual number is depends on the total sample and number of CDs to be surveyed. Interviewing follows a prescribed order of blocks within each CD. Sampling is sequential over time with up to three calls being made on every selected household. These calls are spaced over alternate waves of the survey. Interviewers rotate their calls over different times of the day to give full opportunity for all types of households to participate. For some regional markets, mainly in some of the more outer lying areas, participants are recruited by telephone and diaries are mailed to respondents. The sample for these is designed as a random sample of population with telephones in the defined survey area. Initially, the survey area is defined in groups of SLAs/CDs as per above. These areas are then converted into telephone exchange areas as defined by Telstra. Telephone number ranges available to each exchange are then used to generate telephone numbers at random. The amount of random telephone numbers generated for each exchange is selected in proportion to the population within each exchange area.
2. SAMPLE SIZE Minimum effective target samples for each city per report period as a result of the above sample plan are: SYDNEY 2,400 individuals of 10 years of age and over. MELBOURNE 2,400 individuals of 10 years of age and over. BRISBANE 2,000 individuals of 10 years of age and over. ADELAIDE 1,750 individuals of 10 years of age and over. PERTH 1,850 individuals of 10 years of age and over. NEWCASTLE 1,500 individuals of 10 years of age and over CANBERRA 1,100 individuals of 10 years of age and over GOLD COAST/TWEED 1,500 individuals of 10 years of age and over Other regional samples are determined by each markets individual requirement. 3. DIARY DESIGN Nielsen - 2012 Radio Survival Kit. Page 2 of 5 A diary is used by each individual in the survey. Each diary contains adequate space for the individual to record all his or her radio listening, both at home and away from home, by placing crosses in appropriate squares for every quarter-hour of listening (eight minutes or more) 24 hours a day. Stations, quarter-hours, day and place of listening for a period of 9 days commencing on a Friday record the data. The actual days processed are Sunday to Saturday. Metropolitan Markets Each diary has the quarter-hours listed along the side for each day. A set of stickers listing station names are included with each diary. Respondents are to peel of the sticker for each station listed to and place it in columns in the diary. Up to eight columns are provided for stickers in each diary. Blank stickers are available for respondents to write in any station listed to that is not on the pre-printed list. Additional pages are provided in the diary to record listening if more than 8 stations are listened to. There is also provision in the diaries to indicate the device used to listen (AM/FM radio, Internet and Digital radio). Regional Markets Stations are pre-listed in the diary across the top and bottom of each page and quarterhours are listed down the side. Stations are listed in descending order of frequency in half of the diaries and in ascending order of frequency on the other half. This minimises any "order of listing" bias. Two additional columns are included in each diary for recording listening to any other stations (FM & AM) not listed in the diary. Respondents are asked to write in the call signs of such stations. In order to improve the recording of all listening, a reminder appears on each diary page to record all listening which takes place away from home as well as in the home. 4. DIARY PLACEMENT Diary placements are made personally by specially selected and trained interviewers who are supervised by permanent Field Supervisors. Metropolitan Markets One diary is left with ONE person only aged 10 years and over in each sampled household. This person is selected by using the last birthday method (ie. the person in the home who had the last birthday). In the diary placement, the interviewer personally demonstrates how the diary should be completed (a demonstration page is included in each diary). When the diaries are placed, the interviewers explain that they will be calling personally to collect the completed diary at the end of the survey. Regional markets One diary is left for EACH person aged 10 years and over in each sampled household. In the diary placement, the interviewer personally demonstrates how the diary should be completed (a demonstration page is included in each diary). A pre-printed demonstration page is also left with respondents. When the diaries are placed, the interviewers explain that they will be calling personally to collect the completed diary at the end of the survey.
Page 1 and 2: 2012 Radio Survival Kit Contents
Page 3 and 4: 2012 Reporting Periods for Rolling
Page 5 and 6: 2012 Metropolitan Radio Survey Rele
Page 7 and 8: 2012 Population Potentials by Demog
Page 9 and 10: 2012 Population Potentials by Demog
Page 11 and 12: SYDNEY 2012 - POPULATION SPREAD BY
Page 13 and 14: MELBOURNE 2012 - POPULATION SPREAD
Page 15 and 16: BRISBANE 2012 - POPULATION SPREAD B
Page 17 and 18: BRISBANE 2012 - POPULATION SPREAD B
Page 19 and 20: ADELAIDE 2012 - POPULATION SPREAD B
Page 21 and 22: PERTH 2012 - POPULATION SPREAD BY S
Page 23 and 24: NEWCASTLE 2012 - POPULATION SPREAD
Page 25 and 26: GOLD COAST/TWEED 2012 POPULATION SP
Page 27 and 28: 2012 CANBERRA - POPULATION SPREAD B
Page 29 and 30: Nielsen - 2012 Radio Survival Kit.
Page 31 and 32: 2012 Nielsen Radio Training Schedul
Page 33 and 34: Available Analyses… Nielsen - 201
Page 35 and 36: Standard Demographic Categories Ava
Page 39 and 40: BUILDING “WITH CHILDREN” DEMOGR
Page 41 and 42: Single Source Categories Available
Page 43 and 44: Q12 In the past month, have you per
Page 45: Net Reach (1+ Reach) used in Reach
Page 49 and 50: Over all cities surveyed, an averag

2012 Radio Survival Kit Contents - Nielsen

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