Diary Studies

In diary studies, subjects receive a diary in which they must record their precisely timed research relevant behavior (e.g. television viewing) in a predetermined pattern. This is usually divided into hours or even quarter of an hour. Often the consumption is recorded directly at the time and place of event.

The diary study allows to make statements about the continuity and regularity of certain behaviors.

SKOPOS directs and controls the diary studies

There are several critical factors that may reduce the quality of a diary study. First, the care with which the volunteers fill out the diary varies between people and with the duration of the research. On the other hand, the mere presence of the diary can influence the behavior or the diary entry occurs according to social desirability. These potential problems of diary studies such as representativeness, possible behavioral changes or inaccuracy can be obtained managed and controlled by organizational and technical measures.

Purpose and requirements of diary studies

Areas where diary studies are applied are

• the analysis of media use or
• the purchase or consumption behavior.

Diary studies are often used both in the radio research as well as in the study of media use in the field of digital TV. It is used to analyze the number of listeners and in determining the behavior of listeners.

Diary studies allow an exploration of real attention in addition to electronic tests that can only detect whether a radio or TV is switched turned on or off.

To carry out diary research successfully, certain conditions must be met. The respondent must be fully instructed and tested again after a certain amount of time. The participation in diary studies can be facilitated for participants by providing small reminders, designing the questionnaire user-friendly and motivating to conscientious completion through material gratification.

SKOPOS uses this method especially in the context of media diaries. Users groups will be asked for example about their viewing habits in pay-TV. Respondents receive a survey instrument with the diary study, in which they record the genre or category (eg sports, music, action, etc.) watched in 15-minute increments. Thus, detailed information about users groups of the individual sectors - including coverage of the genres - can be obtained. In addition, sequential effects, ie the change from one genre to another can be analyzed.

Diary studies - Daily schedule - Day documentation - Current events - Chronological sequence

Diary studies under the direction of SKOPOS offer a wide variety of applications. The collected and analyzed data provides crucial information to your management as a basis for strategic decisions. Take advantage of our experience in diary studies for your success.