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Response rates down again

Arbitron has been working since Spring 2003 to deal with the problem of declining response rates, but it continues to be vexed by the growing reluctance of Americans to participate in polls and surveys. The company says its efforts to boost response rates in 10 target low-response metros paid off in the Winter 2005 survey, with the extra effort resulting in a 3.7 percentage point improvement. However, response rates for all metros were down 0.7 points, with the top 10 markets down 0.5% points.

Average Metro Survey Compliance Rates
(percent) Winter 2005 vs. Winter 2004

Response Rate

Consent Rate

Return Rate

2005

2004

Diff.

2005

2004

Diff.

2005

2004

Diff

All Markets

31.5

32.2

-0.7

55.5

56.3

-0.8

56.2

56.6

-0.4

Top 10

29.6

30.1

-0.5

52.8

53.4

-0.6

55.5

55.7

-0.2

Top 25

30.5

30.7

-0.2

53.5

54.2

-0.7

56.5

56.1

0.5

Rank 26-50

30.6

30.4

0.1

54.6

54.5

0.1

55.5

55.3

0.2

Rank 51-100

32.4

33.2

-0.8

56.7

57.2

-0.5

56.7

57.6

-0.8

Rank 101+

31.9

36.4

-4.5

57.6

63.8

-6.2

55.1

56.7

-1.6

Source: Arbitron



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