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MediaBuyerPlanner: Arbitron has announced that it has received back its very first electronic diary, for the Winter 2007 survey. The eDiary was submitted by a 31-year-old woman in the Honolulu metro area.
Arbitron is offering the eDiary option to those who are recruited for the survey. The tool is an internet-based, electronic diary that can be used by participants in place of the standard paper and pencil survey tool. The electronic diary system was introduced in Winter 2007, to give internet-savvy respondents the option to use an up-to-date survey tool that "better fits their lifestyle and habits," says Arbitron.
Based on its tests of the electronic diary, Arbitron expects that at least one out of every 20 survey participants will chose the internet-based option over the standard paper and pencil design. Those who do are more likely to be younger. Arbitron's test also show that there is no significant difference in the number of quarter hours of listening or the number of stations entered into the eDiary versus the paper diary.
The eDiary submitted by the Hawaii woman included 11 entries, amounting to seven hours of radio listening to four radio stations. All the entries were for listening in the car.
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