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June 16, 1987
Mr. Bruce Hoban
Republic Radio
1 Dag Hammerskjold Plaza
New York, N.Y.
10017
Dear Bruce:
As previously promised (in my letter of May 29, 1987), attached is
a
booklet
which
was
recently
sent
to
Ron
Werth
entitled,
"Methodological
Improvements
Description
and
Results".
Additionally,
you'll find three additional pages of
improvements
whichdmends the booklet.
Thank
you
for
your
coopration
in
working
with
the
Birch
Radio Ratings organization.
Kindest regards,
William P. Livek
President
Encl.
Birch R
adio, Incorporated A
DIV
ISIO
N O
F B
IRC
H R
ES
EA
RC
H C
OR
DR
AT
ION
New
York
Los Angeles
Chicago
Dallas
Atlanta
Coral S
prings T
oronto
e
x
O
1
IMPROVEMENTS IN BIRCH SERVICE
1985
- MAY '87
SAMPLE FRAME:
OLD -
MODIFIED SUDMAN TECHNIQUE
NEW -
NIELSEN'S TOTAL TELEPHONE FRAME
COMMENTS:
THIS SAMPLE FRAME
IS PRODUCED BY
THE A.C. NIELSEN COMPANY AND USED
BY THEM SINCE 1976,
IT
IS A QUALIFIED
RANDOM DIGIT SAMPLING FRAME PROVIDING
EQUAL OPPORTUNITY FOR BOTH LISTED AND
NON -LISTED HOUSEHOLDS.
THE BENEFIT OF
THIS SAMPLE FRAME OVER MOST EXISTING
SAMPLE FRAMES
IS THAT
IT
IS UPDATED
TWICE ANNUALLY TO INSURE THE
INCLUSION OF NEW EXCHANGES.
THIS
IS
A BIRCH RADIO RATINGS EXCLUSIVE.
I MPLEMENTED AT BIRCH
IN JANUARY, 1986.
S.P.P.H.
SELECTION:
OLD -
A CENUS OCCURRED
IN THE HOUSEHOLD AND
A PERSON WAS RANDOMLY SELECTED FROM A
TABLE OF RANDOM NUMBERS.
NEW -
THE "BIRTHDAY" TECHNIQUE.
AN
INDIVIDUAL, AGE 12+
IS CHOSEN ON THE
BASIS OF THE MOST RECENT BIRTHDAY,
COMMENTS:
THIS TECHNIQUE WAS TESTED
IN MARCH,
AUGUST AND SEPTEMBER,
1985,
IT WAS
IMPLEMENTED AT BIRCH
IN MARCH,
1986.
Birch
Radio
CENTRALIZED WATTS
COLLECTION DATA
CENTER:
OLD - -
LOCAL MARKET INTERVIEWERS WERE HIRED
AND WORKED FOR BIRCH ON A CONTRACT
BASIS.
THEY COULD HAVE BEEN LOCATED
IN INTERVIEWING CENTERS WITHIN A LOCAL
MARKET OR INDIVIDUALS WORKING OUT OF
THEIR HOME.
A HIGHLY -CONTROLLED AND CENTRALIZED
INTERVIEWING ENVIRONMENT UTILIZED TO
COLLECT ALL LISTENING DATA.
COMMENTS:
ALL DATA
IS COLLECTED FROM.THREE
BIRCH -OWNED AND MANAGED CALLING
CENTERS
IN SARASOTA, CORAL SPRINGS,
FLORIDA AND SAN ANTONIO, TEXAS.
THE
SARASOTA FACILITY WAS ACQUIRED
IN
SEPTEMBER, 1985 FROM THE A.C. NIELSEN
COMPANY.
THE FACILITY MANAGERS AND
INTERVIEWERS WERE PREVIOUSLY TRAINED
AND EMPLOYED BY NIELSEN WERE RETAINED
AND EMPLOYED BY BIRCH.
ADDITIONAL
FACILITIES WERE OPENED
IN CORAL
SPRINGS, FLORIDA AND SAN ANTONIO,
TEXAS. MARKET ROLL -OUT BEGAN
IN
SEPTEMBER, 1985 AND ALL MARKETS WERE
MEASURED
BY
MARCH,
1986
OUT
OF
CENTRALIZED CALLING.
INTERVIEWING
TIME FRAME:
OLD -
NEW -
MEASURED TWO WEEKS OUT OF A MONTH.
THE TWO WEEKS WERE RANDOM
IN EVERY
MARKET.
FULL MONTH OF INTERVIEWING.
EVERY
MARKET WAS SAMPLED 28 DAYS OUT OF
THE MONTH.
COMMENTS:
THIS ROLLED OUT WITH CENTRALIZED
CALLING AND WAS FULLY IMPLEMENTED BY
MARCH, 1986.
Birch
Radio