Star and GfK Launch e-diary Radio Ratings in Malaysia

In Malaysia, broadcaster Star Radio Group has commissioned GfK to introduce electronic / mobile diary radio rating methodology to the country, as it seeks 'more holistic insights' into radio listening habits.

GfK's radio ratings survey, which is conducted in two waves per year, uses a multi-mode approach for both off-line and online respondents - approximately 80% 'door-knock' recruitment for respondents who keep its paper diary, and 20% online recruitment for the e-diary, which can be accessed through mobile or tablet. Each wave comprises a six-week survey period, in which a total of 6,000 individuals aged ten and above are given an individual diary to record their radio listening for approximately one week.

The agency says the e-diary approach appeals to listeners who are living in gated communities - those who are younger and have higher income - and ensures that all Malaysians are able to contribute and participate in the ratings.

Professor Dr. Khong (pictured), Deputy Dean Postgraduate Programmes for Taylor's University in Malaysia, who was involved in the programme and worked closely with GfK on the sampling aspect of the survey, explains: 'We used probability proportional to size sampling to give us accurate representation and generalization of the population in this country. Additionally, the data collection using door-to-door and e-diary approaches - which is the first of its kind in Malaysia - reduces 'method biases' commonly encountered during the data collection process.'

Web site: www.gfk.com .