Oh, brother! Maybe it is my basic belief that government is out of bounds when it does much of anything beyond minting money, regulating interstate commerce, and negotiating foreign treaties. But when I see a news article like the one below, I have to pause, count to ten, and cool off before launching a brick at the computer monitor. Read this:
Arbitron faces political pressure over PPM
The New York City Council plans to ask the FCC to conduct an investigation into PPM's "potential racial and ethnic biases." They also want Arbitron to further delay deployment until a review has been completed. Council speaker Christine Quinn says the city is keeping its options open, such as seeking a court injunction against Arbitron.
OK, if you live in NYC, maybe you can tell me if your city council might have far weightier problems to ponder than whether or not Arbitron, the radio ratings company, has adequate minority sample participating in its panel. Or whether or not the methodology of a research company is any business of government at all!
Background: Arbitron measures radio listenership and then sells its copyrighted information to radio stations and advertisers so stations can develop programming to gain more audience or advertisers/agencies can effectively purchase advertising that reaches sizeable targeted audiences. The company has developed a device that can detect which station is being listened to. Panel members in a city are chosen and asked to carry the devices for a period of time. As with any research, it is important that the panel reflect the demographics (age, sex, race, etc.) of the city so that the listening habits measured are as accurate as they can be.
Arbitron (and I say this NOT just because they are my former employer) is doing all they can to reach a representative sample to recruit panel members. It is a tough job, and always has been, even with previous methods of gathering listening and viewing data. Some groups are harder to reach than others. Caller ID on telephones makes it even harder. But the company usually hits its goals most of the time, and the data coming from the PPM (Personal People Meter) is by far the most accurate that radio has ever seen. Previously used methodology had far more problems.
Recruiting participants in any kind of research study is a challenge today. Yes, Arbitron, as the only really viable source of such data for radio, should absolutely be held to a high standard. Billions of dollars in advertising spending depends on the accuracy of that data. From my experience there, I KNOW Arbitron is committed to presenting the most accurate estimates for radio listening that they can, and they will continue to improve recruitment methods so their panels will look like the market they are measuring.
So can somebody please tell me where the city council has any dog in this fight? California has now forbidden restaurants in that state from using transfats in their food. New York is threatening a court injunction if Arbitron doesn't meet whatever the "research experts" on the council see as a representative sample of minority groups. And they are also asking the Federal Communications Commission--which, by the way, has ABSOLUTELY NO JURISDICTION in this area--to conduct an investigation of Arbitron's methodology.
Please, somebody, help me understand the rationale at work here!
Don Keith
www.donkeith.com
www.n4kc.com
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3 comments:
Don, your difficulty in following the rationale here is that there is NO rationale involved. We are deep into the age of Big Brother and the Thought-Police State. That's it. An outright revolt by the American people would be required to stop. That will not happen.
73, Alan W5EAC
[typo correction]
Don, your difficulty in following the rationale here is that there is NO rationale involved. We are deep into the age of Big Brother and the Thought-Police State. That's it. An outright revolt by the American people would be required to stop it. That will not happen.
73, Alan W5EAC
You are right, of course, Alan. Unfortunately, we are in a situation where far too many people see government as the answer to any and all problems. And a couple of generations have come along who think they are "entitled" to never be uncomfortable, tired, or hungry--even if they don't have the self-responsibility to avoid such situations.
And of course, we all want every problem solved and all wars won in 50 minutes, not counting commercials.
Now, I'll hop off my soapbox and quite preaching! Thanks for the comments.
Don N4KC
www.donkeith.com
www.n4kc.com
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