Measuring the radio audience by the personal interview roster method

Abstract

Three methods of measuring the radio audience (telephone recall, telephone coincidental, and radio meter record) are described briefly and their advantages and disadvantages considered. The usefulness of the personal interview roster method is presented at somewhat greater length. This method consists of discovering by interview at what times during the preceding few hours the radio was on and then presenting the listener a roster of the programs for those times and asking him questions concerning the programs. Comparisons are presented of results obtained by this method and by personal coincidental interviews. The relative advantage of the roster method in time and cost is noted. (PsycInfo Database Record (c) 2025 APA, all rights reserved)