Onderzoeksartikel

Radioluistertijd: dagboekmeting, yesterday-meting en directe schattingen vergeleken

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Abstract

In determining radio use, estimates are often affected by the method of measurement. Therefore, an estimate of the degree in which the score is confounded by the measurement procedure is needed. In this contribution, we are comparing three methods: a self-administered paper and pencil diary, a 24-hour recall interview (‘yesterday’ method), and direct estimates of radio exposure obtained from a face to face interview. The data stem from a 1989 Dutch national study (‘Massat 1989’), in which the same sample of respondents was observed with these three methods. This enabled us to directly compare radio time use scores on the individual level. Analyses for radio, television and newspaper exposure show the direct estimates to yield far higher estimates than the other methods, especially for radio use. A multitrait-multimethod (MTMM) analysis demonstrates the presence of method effects, and reveals the diary estimates to be more valid than the direct estimates. The method effects do not vary with educational level, however. Some implications of these results for future radio research and validity studies in this field are discussed in the conclusion.

How to Cite:

Huysmans, F., Lammers, J. & Wester, F., (1997) “Radioluistertijd: dagboekmeting, yesterday-meting en directe schattingen vergeleken”, Tijdschrift voor Communicatiewetenschap 25(3), 253–276.