"One ratings book from a single survey period is, to say the least, inconclusive It's best to average two or more books' data together, when there has been no format change, to increase the sample size and your level of confidence. Because the ratings have a definite impact on station revenue and often on the future direction of the station, it's very desirable to have regular access to more than one ratings service to obtain corroborative and contrasting data. If simultaneous Arbitron and Willhight surveys generally agree with each other, for example, then the reported programming trends and sales data may well be right. If they disagree, you've not only have a warning about taking either survey too seriously; but you've doubled the chances of getting helpful sales data to maintain station revenue.
Of course, ratings aren't meaningless. You cans learn from them. So now you must understand the limitations and problems of radio surveys."
This is what Eric said.
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