A comparative study of radio audience measurement methodology

Funding

Don E. Schultz is currently an assistant professor in the Department of Advertising at the Medill School ofJournalism, Northwestern University. He received a B.A. from the University of Oklahoma, an M.A. in Advertising and a Ph.D. in Mass Media from Michigan State University. He has served as an instructor and assistant professor in the Department ofAdvertising at Michigan State. He is the co-author of DONMAR. a computer simulated media buying game, presently in use in eight universities in the United States. He has been an active contributor to the American AcademyofAdvertising, the Associationfor Education in Journalism and the American Marketing Association. Martin Block is currently an assistant professor at Michigan State University, dually appointed in the departments ofAdvertising and Telecommunications. Prior to receiving his Ph.D. from Michigan State University, he was a senior market analyst in the Corporate Planning Division ofthe Goodyear Tire and Rubber Company. For the last three years, he has been a faculty associate of the Rockford Cable Project, funded by the National Science Foundation to demonstrate social service delivery and urban administration applications oftwo-way cable television. In 1976, he was a recipient ofthe Michigan State University Teacher-Scholar Award. Stephen J, Custer is an analyst in the Marketing Services Research Group ofthe Research Department at Leo Burnett Company, Chicago. In this capacity he has worked in the areas ofmarket structure analysis, new product research, future trends, and research development. Mr. Custer holds an M.A. inAdvertisingfrom Michigan State University and a B.A. in Marketing from the University of Northern Iowa.