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So Telephone Surveys on Radio Listening
MANY broadcasting stations, agencies and advertisers are surprised at our refusal to conduct surveys of radio listening by telephone.
Our refusal to make such telephone surveys is merely one example of our policy regarding all surveys. We are unwilling to undertake any survey if we are not reasonably certain that the method employed will produce the facts. Any survey which does not produce facts is worse than useless.
Besides the obvious fact that there are far more radio sets in this country than residential telephones, and therefore telephone subscribers cannot represent a true cross-section of radio owners, we have much material which proves that there is a considerable difference in the listening habits of telephone subscribers and non-subscribers.
One example of this difference is found in the roster-recall study we made in January in Hartford, Connecticut covering the programs broadcast Tuesday evening. In this study, for
example, Amos 'n' Andy had a rating of 23.8% in telephone homes and 18.5% in non-telephone homes. In the same study "I Love a Mystery" had a rating of 19.5% in telephone homes and 23.5% in non-telephone homes. Naturally "Pot O' Gold" is more interesting to telephone subscribers than others and therefore, its rating of 41.6% in telephone homes and 38.3% in non-telephone homes, seems reasonable.
If you are interested in the truth about your radio audience you should ask us to make a roster-recall study.
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WHAT IS THE H O O P E RH O LM ES BUREAU?
For years ( since i8gg ) this Bureau has been maf{ing confidential reports to insurance companies on applicants for all \inds of insurance. Most of these are made and written by trained Inspectors, all of whom are full-time men. Their wor\ is supervised by 8^ Branch Offices. They regularly cover iS>577 cities and towns in their insurance wor\ and their efforts are supplemented by ^5,000 part-time correspondents.
Address all Inquiries to Market Research Division, Chester E. Haring, Director.
THE HOOPER-HOLMES BUREAU, INC