For some time now, players of the Indian radio industry have reiterated the need to re-look radio research in India. Media Research Users Council’s (MRUC) Indian Listenership Track (ILT) is, so far, the only syndicated radio research here and the industry has always questioned the DAR (Day-After-Recall) methodology used in this survey. MRUC has decided to heed to these requests, and has announced its plans to conduct a pilot to evaluate the radio measurement methodologies in Mumbai.
MRUC had commissioned the ILT with ACNielsen ORG-MARG but it has commissioned TNS India to undertake this pilot study that intends to evaluate two methodologies in radio research --- the DAR and the panel-based diary methodology. The objective of the study is to understand the listenership patterns using the following alternative methodologies of ‘DAR’, ‘Diary Panel’, ‘Daily collection of diaries’ and ‘Weekly collection of diaries’.
An official communiqué elaborated, “The differences in listenership trends between DAR and diary would be assessed through ‘coincidental checks’. The DAR and diary data would be verified through face-to-face or telephonic verification of real-time listening, especially keeping in mind the hard-to-interview audiences such as working men and youth. The idea of daily diary collection is yet another innovative way of verifying compliance to filling up a ‘Weekly collection Diary’.”
The pilot also intends to understand the on-ground implementation problems with the diary panel. The pilot will be conducted in Mumbai and will run concurrently for DAR and the diary panel. While the fieldwork for the pilot will be conducted in June-July 2007, the results would be available latest by August 2007.