Sound Data?

The information we get from Arbitron regarding internet and satellite radio may be unreliable. Arbitron's radio diaries, that they use to gather data regarding consumer listening habits, was designed for more traditional radio formats. With this in mind, it would make sense that the design and wording of the survey may throw off those who listen to new radio formats. Marc Ramsey's blog embellishes on a number of factors that may skew the diary data. Here is a visual of the Arbitron survey that shows how satellite and internet radio data may be misrepresented.



First of all, the wording of the three main columns include "time," "station," and "place" can exclude satellite and internet radio. If they had used terms like channel or URL, it might be more inclusive. This is also a problem in the station section, where it states "Write the call letters, dial setting, or station name." Again, the terms channel or URL shuold be added as to not limit what the user is listening to. At the top line of the survey, it tells the respondent that "When you hear a radio, write down..." This doesn't specify what type of radio it may be (terrestrial, satellite) and doesn't include internet streaming as a possible option. Under the "station" section, there is no box to check satellite. There isn't a box for internet either. Why wouldn't Arbitron want data from these new radio formats? It only lets you select AM or FM frequencies. It is completely limiting the respondent's ability to tell the true story- as reflected in the diaries. There are countless people who are listening to these new radio formats that are not wholly accounted for in their radio data.