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A Test of Five Methods for Recruiting a Radio Diary Panel

Brennan, Mike and Lees, Gavin (2010) A Test of Five Methods for Recruiting a Radio Diary Panel. Australasian Journal of Market and Social Research, 18 (1). pp. 7-13. ISSN 1832-7362

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Abstract

This paper compares the response rates and cost effectiveness of five different methods of recruiting radio diary panel members: a mall intercept, telephone contact, a door-knock, a mailed letter with a replypaid postcard acceptance, and an unsolicited diary mail-out. While the diary mail-out achieved the best overall response rate (32%) it was the least cost-effective. In contrast, the telephone recruitment method achieved a very similar response rate (27.3%) to the diary mail-out, but was the most cost-effective overall, so would be the preferred option. The conventional door-knock was more expensive than the telephone, and produced a substantially lower response rate (18%). Neither the mall intercept nor the mail with reply-paid postcard produced satisfactory results (19.8% and 13.7% respectively). These results indicate that telephoning potential respondents is a more cost effective way of recruiting radio panel members than door knocking, mall intercept or mail.

Item Type: Article
Uncontrolled Keywords: ResPubID20604. recruiting radio diary panel members, market research
Subjects: FOR Classification > 1504 Services
FOR Classification > 1505 Marketing
Faculty/School/Research Centre/Department > School of Hospitality Tourism and Marketing
Depositing User: VUIR
Date Deposited: 14 Nov 2011 01:05
Last Modified: 14 Nov 2011 01:05
URI: http://vuir.vu.edu.au/id/eprint/7331
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