If All You've Got Is a Gizmo,
You've Got a Long, Long Way to Go
By David Lapovsky

	Ratings System Components Introduction Sampling Panel Balance Data Processing Station Encoding and/or Monitoring Operations and Production Sample Weighting Useful Reports Multiple Market Measurement Client Service Support for the Industry MRC Accreditation Print-friendly: Click here to print entire document.

Sample Weighting
To Correct for the Real Bias Potential in the Collected Data

Because no sample can be perfect, a ratings service should employ sample weighting to correct for the real bias potential in the collected data. The weighting used must have a statistical basis that is based upon detailed, methodological studies of bias within the measurement system chosen. The ratings service should have the statistical expertise to review the application of weighting for appropriateness each time a report is run.

Arbitron’s proprietary sample weighting system is based on techniques developed through years of experience in correcting for the bias inherent in any media audience survey. Arbitron pioneered the use of black and Hispanic weighting, and, with the PPM service we are introducing, weighting on Spanish-language preference as well. Arbitron’s weighting is supported by a staff of statisticians who constantly review the appropriateness of the weighting variables used.

PPM™ is a service mark of Arbitron Inc.