I am 100% certain if Paragon did a study for a client and, on presentation day, we told him: “I know we said there would be 600 respondents, but we’re pretty sure 507 will be okay. And, some of these age breaks only have one respondent, but we’re pretty comfortable with that, too,” we would never work in broadcasting again. But, yet, the PPM train persistently chugs along. The squeeze, now that PPM has left the depot: 1) Arbitron will want lots more money from Radio to quickly make their shaky product acceptable. 2) Agencies will be demanding accountability, posting, and guarantees. -- Bob Harper
Bob, I see you. In fact. I HEAR you and here's my ante: Is there any other broadcast research company which would have the temerity to actually contract for a project and then after delivering the results ask for either more money or propose changes in the methodology to cut their costs of doing the job right? Especially, after this company had developed and perfected that methodology for more than a decade?