For market research firms, survey response rates are critical. If they dip too low, the industry will decry the quality and usefulness of the data altogether. This was a problem facing Nielsen Media Research’s TV ratings research in the US when, two years ago, response rates fell as low as 20%.
According to a report on Mediaweek.com, in May Nielsen introduced a $5 incentive for every home that completed the survey whose head of household was under 50 years of age. Response rates grew to around 32%. Hard cash can work wonders, it seems.
Nielsen is also planning to ‘double’ the number of people meter homes in the US, according to the Wall Street Journal (see Forecasts).
Media Jobs
Hello. We have downloaded cookies on your device. Some of these cookies are essential for the website to function. Others are non-essential and are used for analytics and advertising.
We need your consent for these types of cookies.
To withdraw your consent or change your cookie choices, please do this through your browser settings.
Otherwise, click OK to accept and continue.
