Mediamark Research 
Spring 2008 Technical Guide

Spring 2008 Sample Completion

Interviews were made in a total of 3,114 clusters.  The recovery sample is shown in the following tables:

SAMPLE DISPOSITION 1  TOTAL HOUSEHOLDS               MEN     WOMEN
Total Sample Households Initially Selected 54,665 30,781 23,884
Less: Vacant 2,800 1,734 1,066
        Address Does Not Exist 745 441 304
        Duplicate Address 696 439 257
        Ineligible Other (businesses, churches 
        group quarters, blind, media affiliate etc.)		 3,526 2,086 1,440
Total Eligible Households  [A] 46,898 26,081 20,817
Less: Not Contacted 5,675 3,501 2,174
         Refused 11,058 6,768 4,290
         Language Barriers
              Spanish Language Barriers 311 177 134
              Other Language Barrier 446 266 180
         Call Back/Appointments 159 91 68
         Eligible Other (sick, hard of hearing, 
         gated communities, attack dogs, etc.)		 3,443 2,052 1,391
Completed Interviews  [B] 25,806 13,226 12,580
Completed Product Booklets

16,601
SAMPLE DISPOSITION LOWER
INCOME		   MIDDLE
INCOME		   UPPER
INCOME
Total Sample Households Initially Selected 13,779 13,257 27,629
Less: Vacant 976 730 1,094
        Address Does Not Exist 225 186 334
        Duplicate Address 237 164 295
        Ineligible Other (businesses, churches 
        group quarters, blind, etc.)		 924 765 1,837
Total Eligible Households  [A] 11,417 11,412 24,069
Less: Not Contacted 1,229 1,288 3,158
         Refused 2,125 2,658 6,275
         Language Barriers
                Spanish Language Barriers 175 76 60
                Other Language Barriers 116 135 195
         Call Back/Appointments 35 48 76
         Eligible Other (sick, hard of hearing, 
         gated communities, attack dogs, etc.)		 899 746 1,798
Completed Interviews    [B] 6,838 6,461 12,507
WEIGHTED RESPONSE RATE2

MEDIA INTERVIEWS

 PRODUCT BOOKLET RESPONSE RATE 3
NEW YORK 49.71% 29.45%
LOS ANGELES 57.43% 42.09%
CHICAGO 55.93% 37.38%
PHILADELPHIA 56.94% 34.50%
SAN FRANCISCO 59.39% 40.69%
BOSTON 55.37% 31.38%
DETROIT 52.33% 33.45%
WASHINGTON D.C. 51.33% 33.07%
ATLANTA 61.54% 41.35%
DALLAS 58.75% 33.81%
NON TOP 10 61.29% 40.97%
TOTAL 59.46% 39.26%

 

1- Sample Disposition includes both initially assigned and added clusters. Per agreement with the MRC, the response rates shown below are calculated on only the initially assigned clusters. In addition, the sample disposition uses only unweighted counts; the response rate calculations are made on weighted counts using the probability of selection within market.

2- The weighted response rate is based on the initially assigned sample clusters. Weights are applied which reflect the relative probability of selection within market (see Sample Design on pages 1-5 in the Methodology section of Tech Guide). The individual market response rates and the response rate for the balance of the U.S. are based solely on these differential weights. The overall U.S. response rate reflects the differential sizes (number of households) of the ten media markets and the balance of the U.S.

3- The calculation for the product booklet response rates are made on weighted counts using the probability of selection within market.

 

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