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RECEIVERSHIP & USAGE STUDY RESIDENTIAL SURVEY … DIRECTORY SERVICE, INC. … REGIONAL DIRECTORY Fall 2009 – Fall 2010 JANUARY 2010. RECEIVERSHIP & USAGE STUDY 1. CAC Board of Directors
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RECEIVERSHIP & USAGE STUDY RESIDENTIAL SURVEY … DIRECTORY SERVICE, INC. … REGIONAL DIRECTORY Fall 2009 – Fall 2010 JANUARY 2010
RECEIVERSHIP & USAGE STUDY 1 CAC Board of Directors The Board of Directors is 2/3 advertisers and agencies and 1/3 publishers. Each board member plays a critical role in maintaining the high standards and sound practices, upon which the organization was founded. CAC Directors are leaders in their fields and serve for the benefit of media accountability. Marsha Lawrence Best Buy Company Dave Gusse NSA Media Corporation Barry Schiro CBA Industries, Inc Robert Uccello CVS Pharmacies Debra Crawford Berry Network Janice Lucente Allstate Insurance Bob Brown Swift Communications Jon K. Rust Rust Communications Greg Bogich Valassis Kathy Heatley Starcom Mediavest Mike Gugliotto Pioneer Newspapers Laurie DePaola Fred Myer Stores Matt Gunderson Kohl's Department Stores Steve Pope Freedom Communications
RECEIVERSHIP & USAGE STUDY 2 In conformance with its Research Rules, Certified Audit of Circulations, Inc., conducted a receivership and usage study on the … Regional Directory, as detailed below: PURPOSE: Study was conducted to determine the degree of household receivership and usage of the publisher’s telephone directory. METHODOLOGY: The primary market was defined at the delivery level within the … Regional Directory designated distribution areas. Respondents within the defined area were randomly selected from the … Regional Directory by prefix according to quotas required to achieve a 95% confidence level for receivership. Only adult members of residential households were eligible as respondents. In total, 400 interviews were conducted January 20 through January 28, 2010. Survey was conducted by Certified Audit of Circulations (CAC), a nationwide not-for-profit membership organization based in Wayne, New Jersey. CAC is an established provider of market research services and is governed by a Board of Directors representing the publishing, advertising and distribution industries. FINDINGS: Survey results directly correlate to the number of receivership; margin of error for receivership not to exceed plus/minus 1.3%. Complete findings of this study, conducted on behalf of … Directory Service, Inc., are contained within.
RECEIVERSHIP & USAGE STUDY 3 Receivership 1. Did you receive the … Regional Directory? It’s the black phone book with a picture of a sunflower on the front cover. It was distributed this past January. Yes (Q.2) 393 No (End) 7 Total 400
RECEIVERSHIP & USAGE STUDY 4 Usage 2. Do you use it? Yes (Q.3) 320 No (Q.5) 73 Total 393
RECEIVERSHIP & USAGE STUDY 5 Frequency of Use 320 respondents were asked: 3. Have you used it in the last 30 days? Yes (Q.4) 242 No (Q.4) 78 Total 320
RECEIVERSHIP & USAGE STUDY 6 Print Users, Who Are Also Online Users 320 respondents were asked: 4. Have you accessed the directory on line in the past 30 days? (This question approximates “duplicated”, print and online users as a percentage of the whole. If you subtract the duplicated from your unique visitors number provided by your web tracker, you would arrive to a ballpark “online only” assumption. Please note that this would not be a scientific figure. It is designed to give you a rough idea of your unduplicated online readers.) Yes (Q.5) 208 No (Q.5) 112 Total 320
RECEIVERSHIP & USAGE STUDY 7 Print Media Usage 393 respondents were asked: 5. Where would you turn first if you were looking for a doctor, dentist, lawyer, contractor or repair man in your area? # % Telephone Directory 333 84.7 Internet 49 12.5 Newspaper 4 1.0 Television 7 1.8 Radio -- -- Total 393 100.0
RECEIVERSHIP & USAGE STUDY 8 NON-RECEIVERS: The following respondents did not receive a copy of the … Regional Directory: Lead Hill (72644) 312 Perry Road 870-422-0050 Draves, E 2171 Eastdown Road 870-436-5457 Downes, B 312 West Cedar Lane 870-422-2950 West, K Mountain Home (72653) 54 Amberwood Lane 870-424-4649 Selzer, R 225 Atkins Street 870-425-7971 Bias, T 176 Aspen Drive 870-425-8410 Pinkerton, J Omaha (72662) 11384 Cedarwood Drive 870-426-2108 Argo, E
QUESTIONNAIRE: • Did you receive the North Central Washington Regional Phonebook? It’s the black phone book with a picture of a sunflower on the front cover. It was distributed this past January. • Do you use it? • Have you used it in the last 30 days? • Have you accessed the directory on line in the past 30 days? • 5. Where would you turn first if you were looking for a doctor, dentist, lawyer, contractor or repair man in your area?