The working ranges of telephone numbers for each telephone prefix is determined. Up to 12 working ranges are then entered into the Proprietary Random Number Generation Program and said random numbers are generated.  These random numbers may or may not be working (valid) telephone numbers and may also represent numbers not utilized in the sample (business, non-profit, government and military numbers).
Unduplicated Random Numbers: The sample is selected using a Willhight Programming and Web Services Proprietary program that generates unduplicated random numbers. Before four digit numbers are generated the geographic area of the survey is researched to determine the United States Postal Service Five Digit Zip Codes.  For each Zip Code a determination is made which telephone prefixes (three digit number following telephone area code) correspond (serve) to that Five Digit Zip Code.  Note that each Zip Code may contain one or telephone prefixes and that in most cases each zip code will contain multiple telephone prefixes and in some cases over a dozen telephone prefixes. Also note that each telephone prefix may cover more than one five digit Zip Code. The working ranges of telephone numbers for each telephone prefix is determined. Up to 12 working ranges are then entered into the Proprietary Random Number Generation Program and said random numbers are generated.  These random numbers may or may not be working (valid) telephone numbers and may also represent numbers not utilized in the sample (business, non-profit, government and military numbers). Linear control of sample placement: The projected sample is then laid out over the period of the survey on a linear basis. For example: 56 interviews are to be placed in Zip Code 98765 over the survey period of 28 days. The sample is slit between two telephone prefixes 50/50. Then each prefix would have one call a day placed over the period of the sample. This daily sample target is tracked on an Excel Spreadsheet and is updated to reflect actual day to day completed sample. The sample is also controlled for each day of the week so that 1/7th of the sample for each geographic area sample unit (Five Digit Zip Code) is placed to represent data for each day of the week. Calling and Callback Process: In the event a no-answer, busy signal or answering machine is reached it is noted on the Random Number Calling (RNC) Sheet. Three call back attempts are made to said number in the event of a no-answer, busy signal or answering machine is reached. In the event an answering machine is reached a message is left inviting the sampled household to call back at the North Central Willamette Research, Inc. facility. One Interview Per Household: One interview is done per household with the exception of surveys conducted during final period of the survey where specific age / gender cells may be needed to fill minimum sample weighting requirements. The interview is conducted with the person who answers the survey call.  Time of survey call: The time the calls are placed varies from  9 am - 9 pm. This variance is utilized to control the demographic (age) and gender balance of the survey.  Random Number Calling (RNC) Sheet: The random number calling (RNC) sheets are generated by the program in advance to the start of the survey process. Generally 4 random numbers generated for each in-tab (in tabulation or completed interviews) interview needed. These sample selection sheets are retained for one year after each sample period has been completed.
Initial Survey Start
Opening: The phone number is noted on the top of each interview form. Also noted is the interviews initials, and date and time the interview was placed. The opening for the survey is "Hello...this is (name) from North Central Willamette Research in Lebanon, Oregon. My company is conducting a short survey to help radio stations better serve you". Industry Screener: Radio Station and Broadcast Employees are eliminated from the sample selection process. The first question following the opening (noted above) is the following: "Are you or any member of your family employed in a broadcast related industry?" Said response is noted on interview form.
Business Categories
For each survey sample the business categories to measure are predetermined by North Central Willamette Research. Inc. Generally there are 10 to 20 business categories (i.e.: Furniture, Tires, New Vehicle) for each survey. Preliminary Research: For each business category preliminary research is done and a list of probable business names is determined prior to the start of the survey for coding. As additional business names are obtained through the process of gathering survey data these names are added to the master coding list.
Top 7 of Mind AwarenessTM (T7OMATM) Survey Methodology
This is an improvement on the 50 year old Top of Mind Awareness (TOMA) data. In the survey process we note not only the first (Top of Mind) business noted for each category but probe for up to seven other Top of Mind Awareness mentions. These are coded as first noted, second noted, third noted and so forth. This data is reported in a Top 7 of Mind Awareness (T7OMA) Noting Matrix Grid.  This data is reported for 72 age / gender combinations for each business and by Radio Station Cumulate (Weekly Cume) Audience Query- The Question is worded as follows: "We ware going to note a product category. Then I would like you to give us up to seven of the first company names that come to mind." We then list the product categories.
Word of MouthTM (WOMTM) Survey Methodology
Query- The Word of Mouth data is gathered with the with the following question: "Who would you recommend for the purchase of ... " (name product category such as furniture). This data is reported for 72 age / gender combinations for each business and by Radio Station Cumulate (Weekly Cume) Audience. It is also cross tabulated for the Top 7 of Mind and Market Value Potential.
Market Value PotentialTM (MVPTM) Methodology
Query- The Market Value Potential data is gathered with the following question: "In the next (twelve months, one month) how much will you spend on (product category)?".  This data is reported for 72 age / gender combinations for each business and by Radio Station Cumulate (Weekly Cume) Audience. It is also cross tabulated for the Top 7 of Mind and Word of Mouth.
Radio Audience Survey Methodology
Query- The question asks what stations has the respondent listened to in the past seven days. We probe for listenership at work and in respondents car. We probe for call letters, frequency (dial position), Band (AM or FM), Format, and Slogans/ Special Programs and Air Talent).  Methodology- Station Radio Audience Measurement Methodology requires a person listen to a station for at least a 5 minute during the past seven days. All stations that meet this requirement are noted.
Minimum Reporting Requirements for Media
Reporting Requirements- North Central Willamette Research applies radio ratings industry minimum reporting standards. These standards require a minimum of 10 in-tab (in-tabulated) Weekly Cume credits to quality.
Minimum Reporting Requirements for Business
Minimum Requirements- North Central Willamette Research applies minimum reporting standards to each business category. These standards require a minimum of 1000 Weighted Persons (12+, Total Survey Area) to quality.
Population Data
Population Research- North Central Willamette Research determines the population for each survey area down to a Five Zip Code Level. The population is gathered from Federal (United States Census Bureau), State and Local Sources. Interviews are conducted and persons 12 years of age and above (12+) so all population data is obtained and determined for that age group. This data is reported in the Sample/ Population/ Weighting module of Virtual Research Director.
Sample Weighting
Geographic Weighting-  North Central Willamette Research's Geographic weighting  is controlled on a Five Digit Zip Code level. The sample is controlled to be proportionate to the 12+ (12 Years of Age and Above) population for each Five Digit Zip Code.  For example: Population of the market for those 12 years of age (12+) is 100,000 persons. Population for Zip Code 99999 (12+) is 5,000. Sample size is 1000 in-tab. The sample would be 5% (5,000/100,000) of the total sample, or 50 in-tab interviews. Demographic (Age and Gender) Weighting- North Central Willamette Research's Age / Gender (Demographic) weighting is controlled by utilizing the Industry Standard PPIV (Person Per Interview Value) Method.  This is a mathematical method and is shown in the This data is reported in the Sample/ Population/ Weighting module of Virtual Research Director. For example: The population for 12-17 Males is 5,000 persons. There was 50 in-tab interviews (50 usable telephone interviews) as the final sample. The PPIV for that demographic cell would be 5000/50 = 100.0. That means that each interview conducted for that age/gender cell represents 100 persons. The PPIV data is reported in the Sample/ Population/ Weighting module of Virtual Research Director.
Virtual Research DirectorTM (VRDTM) Software
Willhight Programming and Web Services, Inc.- The Virtual Research Director Software was written and is copyright protected by Willhight Programming and Web Services, Inc. This program and associated modules is available via a limited license to North Central Willamette Research, Inc. clients.
Copyright Notice
Notice- All data is protected by "This data is protected by United States Copyright Law pursuant to Sections 504, 505 and 506 of the Federal Copyright Act of 1976. All Rights Reserved.  Use and duplication of this data requires a Limited License Agreement. The unauthorized use of any of the contents of this report, market research data and Virtual Research Director Program constitute copyright infringement.  To utilize this data a Limited Data License is required. For said Limited Data License Contact North Central Willamette Research at www.ncwr.com (541-259-6193). For more information see program Help Menu. Data based on geographically and demographically controlled random sample (see methodology and sample weighting/distribution in Virtual Research Director Program menu) and subject to limitations as noted. Virtual Research Director Program Version 5, software code, screen display and print output is protected by United States Copyright Law. Copyright (c) 2004 Willhight Programming and Web Services, Inc. For Virtual Research Director Version 5 Software service, support and license contact Willhight Programming and Web Services, Inc. at www.wpwservices.com (541-990-6347). For more information see program Help Menu. Top 7 of Mind Awareness(T7OMA) and Market Value Potential (MVP) are Trade Marks of North Central Willamette Research, Inc. Program screen and printed report layout and design are protected by copyright.  Word of Mouth Recall (WOM) ['Who do you recommend'] is a Trade Mark of North Central Willamette Research, Inc.
(C) Copyright 2004, 2005 North Central Willamette Research, Inc.

WHAT: North Central Willamette Research (www.ncwr.com) provides random probability survey polls of consumer opinions. Studies include: Radio station Audience size (Radio Ratings), radio station demographic and geographic composition, radio station audience purchase power, Top 7 Of Mind™ Awareness (T7OMA™) reports,  projected consumer purchase power with the MVP™ (Market Value Potential Report™), WOM™ (Word of Mouth™) studies which report consumers options on who they would and would not do business with and why they do or do not recommend the business. Other studies include  political opinion, media awareness, media usage, media advertising impact, and general social opinion research. 

While owner of Willhight Radio Research and later Willhight Research, Inc., NCWR's founder and President, Jim Willhight conducted numerous Top of Mind Awareness (TOMA) studies going back to 1983 in the Bellevue / Redmond / Renton and Auburn / Kent Survey Areas of King County (Seattle DMA) WA.  These TOMA studies were licensed to radio broadcasters in the Pacific Northwest from 1983 to 1996 as part of the radio research companies research product. See below (under Why) as to Top 7 of Mind Awareness versus Top of Mind Awareness.

The Word of Mouth Surveys give projected data based on a scientifically weighted sample (by age, gender and Zip Code) on how many persons will recommend a specific business for a product category. This data is provided in 72 age and gender categories, by geography (ZIP Code), by Top 7 Of Mind Noting and by Projected Purchases (Market Value Potential). For Example: In the 97355 Zip Code we can tell you how much the each age and gender said they will spend on Tires in the next year, who they recommend for that purchase, the top seven tire stores they can mention, all by zip code and radio audience. The Top 7 of Mind Matrix provides more than the typical Top of Mind Awareness (TOMA) reports. This matrix reports who is noted first, second, third, fourth and so forth. The Virtual Research Director Version 5 Software reports this data by ZIP Code, Radio Station Audience, over 70 age / gender combinations. The data is also reported for the T7OMA by "Word of Mouth" for Top of Mind Awareness (Top 7 of Mind) Noting Rank. The "Word of Mouth" answers the question does the consumer recommend the first noted (Top of Mind).

WHO:  Jim Willhight: Founder and President of North Central Willamette Research (NCWR™). Jim Willhight was the founder and president of Willhight Radio Research and Willhight Research, Inc. (1981 to 1996) (now Eastlan Resources). Under Jim's management and direction Willhight Research conducted radio audience surveys in over 30 states, gathering and tabulating over 1/2 million interviews. His research background includes Research Director of KBRC (1976-1979), Program and Research Director of KGHO (1979-1981), Founder and President of Willhight Radio Research (1981-1997), KPQ / KWNC Program Director (1998-2001), and Operations Manager of KGAL/KSHO (2002-Present).  He was a consultant to Eastlan Resources, a national radio company, which purchased Willhight Research, Inc. in 2000 until mid 2003.

WHY:  North Central Willamette Research (NCWR™) was designed to provide quality research services for the radio and retail industries nationally. Why Top Seven of Mind and Word of Mouth instead of just good old Top of Mind?  Typical Top of Mind Studies just measure the first response of the consumer, not the second, third or fourth response (we measure the top seven).  Since TOMA was introduced in the 1950's we are in an entirely different marketing word, thus the necessity to measure more the one (Top) response deep.  Also NCWR utilizing the latest state of the art Virtual Research Director™ Software, developed by Willhight Programming and Web Services provides data for some 70 different age and gender combination, plus data by ZIP Code and Media usage.

WHEN:  Surveys can be done upon request by the client. Our years of experience allow for a quick turnaround for when time is of the essence. 

HOW:  Through random market research by zip code, North Central Willamette Research is able to gather the necessary data needed to provide the client with everything they need to keep their business growing and prosperous. NCWR™ utilizes the latest relational data base software and associated programming to properly sample and weight the population, thus increasing our survey accuracy. Data is reported via the Virtual Research Director^TM (VRD)^TM  Version 5 Software developed by Willhight Programming and Web Services.

Below Are samples of the Virtual Research Director™ (VRD™) program screens:

These are screen shots of the Virtual Research Director™ Version 5 Program Suite.

WHERE:  Although we specialize in research in the North Central Willamette area from our local research facility, North Central Willamette Research is available to conduct survey field work nationwide.

NCWR Origin: Jim's research background goes back to 1976 as Research Director of radio KBRC. In 1981 Willhight Radio Research (see above) was founded. NCWR™ was originally founded in Washington (Wenatchee) and conducted over 26,000 interviews as North Central Washington Research.  NCWR™ was moved to the North Central Willamette Valley of western Oregon in July of 2002. Survey work included weekly and monthly radio ratings for local stations using the proven Willhight Radio Research radio audience measurement methodology. Implementation of the data included a music research study that help guide the format change of KPQ FM from Soft Rock (A/C) to Classic Hits. Other projects included the "Dr. Laura" attitudinal project that ultimately resulted in the dropping of nation talk show host Dr. Laura and replacing this programming with local talk and news, resulting in a drastic increase in station ratings for the time period.  

• Check out how we do our surveys at Survey Methodology.
  
• Check out the data terminology used by Virtual Research Director (VRD) at Data Terminology
  
• Free Data: These are graphs of public domain demographic data for our local area.  This is an example of the "introductory" data that we provide with our in-depth consumer option survey data.
  
• Examples: (1) Radio Market Share Data (2) TOMA Graphs (3) Other Studies conducted by NCWR™ (previously North Central Washington Research) 

© 2005, North Central Willamette Research, Inc.

Virtual Research Director (VRD) is a Trademark of Willhight Programming and Web Services, Inc.

Top 7 Of Mind™ Awareness (T7OMA™),  MVP™ (Market Value Potential Report™) and WOM™ (Word of Mouth™) are trademarks of North Central Willamette Research, Inc.