Rajar Changes Methodology

After a period of field testing (subscribers see RAJAR Looks At New Methodologies Rajar has announced that it will be changing its methodology to measure ‘individual’ listening without a pre-printed diary.

Rather than sampling all individuals aged 4+ in a selected household, one adult and one or two children per home will be selected for inclusion on the survey. According to Rajar the pilot scheme using this method offered “substantial improvement in the quality of the sample” as well as “clear overall benefits”.

The new diary method will now be of the “Card Sort” variety, whereby each respondent selects from a set of cards the stations which they would normally use to record their listening. From this a customised station list is created which uses printed labels. Unpredicted listening can still be recorded by writing in the station’s name.

Overall Rajar does not believe radiometers are practicable for the post 1998 Rajar contract and it does not believe these will be available in the UK for at least four or five years.

It is expected that the “Card Sort Diary” method will replace the current diary after the current contract period which finishes with Quarter 4 1998.

Rajar: 0171 584 3003