Spring 2010 Fieldwork Update

The 2010 NADbank Fieldwork commenced on January 19th with telephone interviewing in 26 markets: 20 readership/product and 6 readership-only markets. This includes three extended markets, Halifax, Toronto and Kitchener. The 2010 Winter/Spring wave measures the period from January 19 to June 12. The Fall wave measures the period from September 14 to December 23.

As of Week 11 of the 2010 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. Average interview length is approximately 15 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 2009. Additional information on response rates will be provided at the end of the Winter/Spring field work.
 

Return to Spring 2010 General Newsletter