O fim do papel e do lápis na medição de audiências (EUA)

«Arbitron announced yesterday that, effective with the Winter 2007 survey, radio survey participants in diary-based markets will have the option to use an Internet-based, electronic diary in place of the standard paper and pencil survey tool.

“We want to give Internet-savvy respondents the option to use an up-to-date survey tool that better fits their lifestyle and habits,” said Ed Cohen, vice president, Domestic Research, Arbitron Inc. “ The Arbitron eDiary has the potential to increase survey participation from younger adults, a population that currently tends to be under-represented among paper and pencil diary keepers.”

An image of the eDiary can be viewed here. »

fonte: Radio Ink, 1/11/06, «Arbitron Radio Diary Goes Electronic»