With only one week remaining in the spring wave of telephone interviewing for the NADbank 2009 study, eight of the 37 markets have exceeded or are within target completions. Completed interviews in the readership-product markets are comparable to last year’s fieldwork. Interviewing in the readership-only markets has been more difficult this year compared to previous years. Eleven of the 15 readership-only markets being measured are below target completions.

The level of fieldwork performance by market continues to fluctuate yearly. Interviewing in Vancouver has improved significantly compared to the same period last year. This year’s fieldwork in Moncton, Ottawa-Gatineau, Hamilton and London has been challenging as the proportion of NIS/Non-res phone numbers is well above expectation. Minor adjustments were made in the middle of the spring fieldwork with relative success in several markets; interviewing in Toronto, Montréal and Saskatoon improved considerably.

Average interview length remains stable compared to last year. The average interview length excluding screening, ranges from a high of 15.6 minutes in Montréal EMA to a low of 8.5 in the Halifax EMA.

Response rates for the mail-back questionnaire remains relatively stable; acceptance rates increased marginally. Approximately two-thirds of respondents who completed the telephone interview accepted the mail-back questionnaire.

Remedial actions will be implemented for markets currently below projections and increased effort in the fall wave of interviewing will ensure that completes are within the targets set for the full study.

Related Articles:

• NADbank 2009 Fieldwork Update (General Newsletter - Spring 2009)