Question mark over sample size of Radio surveys

Prior to the release of today’s Survey results, Nielsen- the Independent Ratings Company that conducts the surveys and the peak body that represents all Australian commercial radio stations – Commercial Radio Australia, have released a joint statement as a result of industry concerns following the release of Survey 1 earlier this month.

The statement says quota sampling of the P10 – 17 and P18 – 24 age groups would be tested from April 2009 (Wave 3) as part of the fine tuning of the implementation of the new enhanced survey methodology in metropolitan areas.

This action is being taken following concerns expressed by the industry about the sample sizes and the demographic profile of the total sample in Survey 1 and Survey 2 with particular reference to the age groups of 10-17 and 18-24 years.

In order to address this issue, CRA and Nielsen agreed that quota sampling for the P10-17 and P18-24 age groups would be tested in all markets for Survey 3 and 4 to deal with the under sampling that occurred in the first two surveys.

Peter Cornelius, Managing Director, Media of Nielsen said, “Quota sampling during recruitment will significantly improve the number of under 25 people participating in the radio surveys which will result in higher sample sizes in these demographics. This issue needs to be addressed to ensure a more representative sample in all markets and in all surveys”.