TV ratings Th e method of collecting the data can infl

Chapter 5, Problem 5.72

(choose chapter or problem)

TV ratings Th e method of collecting the data can infl uence the accuracy of sample results. Th e following methods have been used to collect data on television viewing in a sample household: (a) Diary method. Th e household keeps a diary of all programs watched and who watched them for a week, then mails in the diary at the end of the week. (b) Roster-recall method. An interviewer shows the person a list of programs for the preceding week and asks which programs were watched. (c) Telephone-coincidental method. Th e survey fi rm telephones the household at a specifi c time and asks if the television is on, which program is being watched, and who is watching it. (d) Automatic recorder method. A device attached to the set records what hours the set is on and to which channel it is tuned. At the end of the week, this record is removed from the recorder. (e) People meter. Each member of the household is assigned a numbered button on a hand-held remote control. Everyone is asked to push their button whenever they start or stop watching TV. Th e remote control signals a device attached to the set that keeps track of what channel the set is tuned to and who is watching at all times. Discuss the advantages and disadvantages of each of these methods, especially the possible sources of error associated with each method. Th e Nielsen national ratings use Method (e). Local ratings (there are more than 200 local television markets) use Method (a). Do you agree with these choices? (Do not discuss choosing the sample, just collecting the data once the sample is chosen.)