The 2009 NADbank Fieldwork commenced on January 20th with telephone interviewing in 36 markets: 22 readership/product and 14 readership-only markets. This includes four extended markets, Halifax, Montréal, Toronto and Kitchener. The 2009 Winter/Spring wave measures the period from January 20 to June 19. The Fall wave measures the period from September 15 to December 23.

As of Week 9 of the 2009 fieldwork, target completions for five of the 22 readership-product markets measured last year were above their projected targets. Among the readership-only markets, most are ahead of their projected completion targets. TNS Canadian Facts implemented a number of initiatives designed to provide additional boost for markets where completions are tracking more below projected completions.

Average interview length is approximately 14 minutes which is the same as last year. Overall telephone response rate reflects a marginal decline compared to the same period last year. Experienced interviewers have been assigned to several markets to address this situation.

Acceptance rate for the mail-back questionnaire remains relatively stable compared to 2008. Additional information on response rate will be provided at the end of the Winter/Spring field work.

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• NADbank 2008 Fieldwork (General Newsletter - Winter 2008)