Audience Research
NBC TELEVISION SURVEY 2004
METHODOLOGY
TELEQUEST:
The Telequest was introduced in this section in 1994. In telephone surveys, the respondents are phoned, usually at home, and then interviews are conducted. The Researcher and the Research Assistant designed the questionnaire in co-ordination with the Managers from the different departments. The advantages of making use of a telephonic survey are:
« A telephone interview allows for the use of complex interviewing procedures such as skip patterns probes and refer-backs.
« By using the Telequest Center of the NBC, there will be closed supervision of the data collection process by the Researcher, and data collected under these circumstances improve in quality.
« Telephone interviews are generally short, mostly between 10 and 20 minutes, and the response rate ranges from 60-90%.
« Callbacks are easy and cheap to make.
« Most cost effective way to collect survey data and produces the most consistent and effective results.
The survey commenced on 23 February 2004 and concluded on 12 March 2004. The Telequest concentrated on both Radio and TV, and the lack of telephone landlines in the more rural areas necessitated fieldwork in the Omaheke, Hardap, Erongo and the Northern Regions. The same questionnaire was used in both the Telequest and the fieldwork.
DATA ANALYSIS:
The Data was analyzed STATA 7. This is a programmable package and as such can handle any computable algorithm.
SAMPLING:
The sampling size for the Telequest was 616 respondents of the adult population, which includes everybody over the age of 15 years. This parameter was also used during the last NAMPS study and thereby makes the results of the two studies comparable. The sampling size of 616 is representative of the Namibian Population. The sample of 616 gives a 3.9% error margin at 95% confidence interval, meaning that we are 95% confident...
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