In Denmark both qualitative and quantitative audience research is conducted.
Quantitative: How many, how often, when etc…measured in numbers. Statistics. Surveys. Like you do in Mongolia.
Qualitative: Why, how, what is good. No numbers – long interviews, individual or focus groups. Description.
Today we will talk about the quantitative audience research in Denmark. Different methods are used for radio, print media and tv. All data are collected by a private statistics company called Gallup. This company makes some of the data official, but most of it, the media outlets have to buy.
Radio: Method: Telephone interview and diary.
Selection: A computer generates random telephonenumbers, this ensures that the respondents is a representative selection of the Danish people.
Then there is a telephone interview with a person from each phonenumber. The person with the most recent birthday is chosen. This is to secure that it is a random person from the family (and not just the person who always picks up the phone.)
Data collection:The interview collects information about the household, the other persons in the family and the respondent’s radio listening – to make the diary fit for each individual respondent (this reduces the risk of mistakes made by the respondents).
A diary of one week is sent to each respondent. The diaries start on different days to ensure randomness (maybe the respondents will be most interested in the diary the first few days).
Each of the 7 days of the diary is divided into 15 minute intervals. To register as a listener in an interval the respondent has to listen to the same channel for at least five consecutive minutes.
Data processing: If one channel is registered in an interval it is given 15 minutes of listening. If two channels are registered in an interval they are each given 8 minutes of listening. If three channels are registered in an interval they are each given 5 minutes of listening.
Results as shown.
Daily listeners is the number of people who have listened every day (if one person has listened one day only he counts as 1/7 of a daily listener).
Weekly listeners is the number of people who have listened at least once in a week.
Print media: Method: Telephone interview and questionnaire.
Selection: Same as radio.
Data collection: Number of readers: The respondent is asked on the telephone which newspapers/magazines he/she has read in a short period of time. (We don’t know the exact period, but if it is too long, the respondents probably can’t remember which newspapers/magazines they have read.)
Some times special surveys are conducted that show the full reading time for each paper.
Circulation: Each newspaper has an obligation to report their circulation to Gallup.
Results as shown.
To be registered as a reader the respondent has to have read the newspaper for at least two minutes.
Tv: Method: Tv-meter box and questionnaire.
Selection: 1024 households are chosen from various demographic factors – again to ensure that the selection of respondents is representative of the Danish people. Some of these households are changed after a period of time to meet the general changes of the people. A questionnaire containing questions of various life style aspects is sent along with the box.
Data collection: A tv-meter box (a computer) is connected to each tv-set in each of the chosen households. Every time a person (above the age of three) is watching tv he/she has to press a button on the tv-meter box to log in. The computer will then register who is watching what channel at what time of day.
Data processing: The tv-meter system can provide a very big number of different data (along with the questionnaire it is possible to see for example who owns an electric toothbrush AND watches the 7 o’clock news.) We will tell more about the possibilities of this another day.
Only some of the results are made public – as shown.
A channel’s daily coverage is the number of persons who have watched at least 5 consecutive minutes of a the channel.
A channel’s weekly coverage is the number of persons who have watched at least 15 consecutive minutes of a the channel.