Malaysia’s Star Radio Group (SRG) has selected international market research company GfK for its first radio audience measurement for 2014.

GfK – which also conducts radio ratings in Germany, the Netherlands and Australia – will carry out the research for Red FM, SuriaFM, 988 and Capital FM.

Earlier, SRG was part of the twice-yearly Nielsen audience research, conducted on behalf of the commercial radio industry,  through the conventional diary format.

According to SRG, the limitations of the diary method in a changing media landscape was one of the reasons it picked GfK’s “multi-mode” approach.

The group also says that key elements like mobile data capture, online recruitment of participants and online data capture will ensure the validity and reliability of the research.