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The RTS study is one of the most extensive sources for media information in Canada as well as regional markets.
Questionnaire Design
BBM surveys the same respondents from its fall and spring radio surveys, therefore media consumption habits can be cross-referenced with category data to obtain important marketing information.
The survey is divided into two sections: radio diary and consumer profile. The consumer profile section is divided into several categories, namely: retail, restaurants, leisure and cultural activities, media consumption, product consumption and ownership, automotive, financial, business-to-business, consumer packaged goods, and also includes demographic information. The survey questions have been developed to gain insight into respondents' spending habits and attitudes in relation to products and services.
Sample
The sample for RTS consists of the BBM radio diary respondents and excludes businesses and other institutions. The actual sample for the BBM radio diary was selected based on every household in BBM measured markets with a listed and working telephone number at the time of recruitment.
The radio diary sample is selected based on geography and it is chosen from a computerized telephone listing, which picks a random starting point and uses fixed intervals. This method of geographical stratification ensures proper distribution of the sample.
Recruitment for the radio diary sample occurs by telephone over a seven week period and consists of up to five attempts to contact a selected household. All persons 12+ are asked to partake in the study and each individual household member is sent an RTS questionnaire.
An over-sample of approximately 3,000 respondents was also surveyed in areas outside RTS markets, which was stratified according to Statistics Canada in proportion to the population of individuals 12+ in every province.
The RTS data collection period for the Fall 2007 survey ran from November 17, 2006 to May 18, 2007. Surveys were mailed out in four flights: two in the fall 2006 and two in the spring of 2007 for a combined sample population of over 65,000 respondents.
For more detailed information about RTS Categories, please click here.
For information about how to read RTS graphs and crosstabs, please click here.
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