Towards a new view of evaluation
Quality media research in today's world
Ricardo Gomez, Robert Groves & Ed Cohen
Abstract
Determining “quality” in media research often assigns much influence to survey response rates. Increasing scientific evidence is available that suggests a more sophisticated viewpoint about survey quality is needed. The authors will review the current landscape for telephone surveys in North America including the results of new research aimed at improving response rates. More notably, an alternative framework for evaluating the quality of media research studies, involving placing response rates in a broader perspective, will be presented. Based on a large number of surveys involving many topics, this work will enable users of media research to evaluate the quality of data in a more sophisticated fashion.
Ricardo Gomez
BBM, Canada
As VP Research, Ricardo Gomez-Insausti leads the Research Department at BBM Canada, the not-for-profit tripartite industry organization responsible for the measurement of radio and television audiences in Canada. Ricardo received his Ph.D. from the University of Toronto and held academic positions at Syracuse University and Ryerson University prior to BBM Canada. He has authored articles and peer-reviewed papers on quantitative and market research methods.
Ed Cohen
Arbitron Inc., USA
Ed Cohen is Vice President-Domestic Research for Arbitron Inc., based in Columbia, Maryland. In this role, Ed oversees departments at Arbitron that conduct research tests in support of the radio diary survey methodology as well as original studies that further Arbitron’s corporate mission.
Prior to joining Arbitron in 1999, he was Vice President-Research for Clear Channel Communications. He has also worked for WPXI-TV in Pittsburgh, Birch/Scarborough Research, the National Association of Broadcasters, and WSPA-FM in Spartanburg, South Carolina. Ed has also served on the faculty at both Michigan State University and Duquesne University.
Ed holds a Ph.D. in Mass Media and a B.A. in Telecommunication from Michigan State and an M.B.A. from the University of South Carolina
Robert Groves
University of Michigan, USA
Robert M. Groves is Director of the University of Michigan Survey Research Center, Professor of Sociology at the University of Michigan, Research Professor at its Institute for Social Research, and Research Professor at the Joint Program in Survey Methodology, at the University of Maryland.
He has investigated the impact of alternative telephone sample designs on precision of estimates, the effect of data collection mode on the quality of survey reports, causes and remedies for nonresponse errors in surveys, estimation and explanation of interviewer variance in survey responses, and other topics in survey methods. His current research interests focus on theory-building in survey participation and models of nonresponse reduction and adjustment. He is the author of numerous books and journal articles in survey methodology.
He is a member of the Federal Economic Statistics Advisory Board of the Bureau of Economic Analysis, Bureau of Labor Statistics, and the Census Bureau; chair of the advisory committee of the National Science Foundation Division of social, behavioral, and economic sciences; and the steering committee of the Key National Indicators Initiative of the National Academies. He is a fellow of the American Statistical Association, an elected member of the International Statistical Institute, former President of the American Association for Public Opinion Research, and former Chair of the Survey Research Methods Section of the American Statistical Association. Groves has an A.B. degree from Dartmouth College and a Ph.D. from the University of Michigan.
|
KEEP ME INFORMED |