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Activity Number:
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427
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Type:
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Contributed
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Date/Time:
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Wednesday, August 1, 2007 : 10:30 AM to 12:20 PM
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Sponsor:
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Section on Survey Research Methods
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| Abstract - #309808 |
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Title:
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Tailoring Survey Data Products and Reliability Criteria To Best Match Customers' Revenue Needs
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Author(s):
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Mandy Webb*+ and Alan R. Tupek
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Companies:
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Arbitron Inc. and Arbitron, Inc.
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Address:
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9705 Patuxent Woods Drive, Columbia, MD, 21046,
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Keywords:
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Margin or Error ; Sample Size ; Reliability Criteria
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Abstract:
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Arbitron produces listening estimates used by radio stations and advertisers alike to buy and sell advertising time. Some market estimates are based on relatively small sample sizes, which should affect how clients use these ratings in making purchasing decisions. This paper details a project by which Arbitron attempts to work with and explain to clients the effect of sample size on margin of error. Emphasis is placed on how to use margin of errors to better understand the reliability of small domain estimates as well as developing best practices for the users of our data. Alternative client solutions are explored such as two-book averaging and other options for increasing sample sizes at the market level.
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