The Interview. Page 62

Transcription

1 The Interview The interview opens with identification of the number of adult men or women in the household, to enable the random selection of the individual to be interviewed. The sex of the respondent is designated prior to the interview. The SAARF AMPS interview is then conducted with the selected respondent. Copies of both the SAARF AMPS Jul-Dec 2009 and the Jan-Jun 2010 questionnaires are provided in the Appendix of this Technical Report. Once the SAARF AMPS interview is completed, respondents are then asked to complete both a 7-day Radio Diary and a Self-Completion Product Research and Activities questionnaire. Both are placed with the respondent. Copies of the SAARF Product Research and Activities Questionnaire for Jul-Dec 2009 and for Jan-Jun 2010 are provided in the Appendix of this Technical Report. Finally, for the purpose of flooding, other adult (15+ year old) household members are also asked to complete 7-day Radio Diaries. * Following is a summary of all the changes made to the SAARF AMPS questionnaire for the Jan-Jun 2010 survey. First, changes are listed for the various media sections, followed by changes made to any of the service, retail and personal data sections and finally the edits made to the self-completion Product Research and Activities questionnaire are summarised. * NOTE : As of 2009, the universe changed to include 15 year old adults and flooding was expanded to include small urban and rural areas. Page 62

2 Summary of Changes to SAARF AMPS Jan-Jun 2010 Questionnaire The following changes were made to the contents of SAARF AMPS Jan-Jun 2010 (compared to SAARF AMPS Jul-Dec 2009): Readership A question on the thoroughness of reading has been re-included for For each publication read in the past 6 months, respondents are asked how thoroughly the publication is usually read. MAGAZINES: New Magazine titles: Kuier - fortnightly Move! Parent - monthly SA RUGBY MAGAZINE - monthly SL MAGAZINE - monthly NATIONAL GEOGRAPHIC TRAVELLER SOUTH AFRICA - quarterly reality by Sanlam - quarterly Deleted Magazine titles: Light - monthly REAL SIMPLE SOUTH AFRICA - monthly TOP HUIS - alternate monthly Intimacy - alternate monthly Magazine that changed frequency: Bicycling - monthly, previously alternate monthly NEWSPAPERS: New Newspaper titles: SoccerWeek - weekly Deleted Newspaper titles: THE WEEKENDER - weekly New Supplements: Die Burger - Wheels/Wiele Daily News - What s the Bet Rapport - Boeke Sunday Sun - Sun Life Deleted Supplements: Die Burger (Sat) - JouGeldsake City Press - Gauteng The Citizen - CitiBike - Hammer & Gavel Daily Dispatch - School Sport Ilanga - Ilanga Ezemidlalo Isolezwe - idiski UmAfrika - Ezamabhizinisi The Weekender - Wanted Page 63

3 Readership (Cont.) Supplements that changed frequency Beeld: Plus - 4-days-a-week Supplements that changed name: Rapport : Doen dit - previously Leef in Gauteng My tyd - previously Tyd(skrif) Sake 24 - previously SakeRapport Sport 24 - previously Sport Weekend Argus (Sat) : Travel previously Travel 2009 Weekend Argus (Sun) : Travel previously Travel 2009 Radio COMMERCIAL RADIO STATIONS: Commercial radio stations that have undergone name changes: Classic ikwekwezi FM (previously Classic FM 102.7) (previously Ikwekwezi FM) COMMUNITY RADIO STATIONS: New community radio stations: emalahleni FM Secunda FM MedFM Musina FM ME FM Community radio stations that have undergone name changes: CHAI FM (previously CHAI FM) Impact Radio 103 FM (previously Impact Radio) Ufm (UNISA Radio) [previously Ufm (UNISA Radio) 98.9Fm] Voice of Wits (VOW FM) 90.5 [previously Voice of Wits (VOW) 90.5] Motheo FM (previously MOTHEO FM) Botlokwa Community Radio Station (previously Botlokwa Community Radio Station 89.3FM) MakhadoFM (previously MAKHADO FM 107.3) Radio Turf (previously RADIO TURF) Bosveld Stereo 107.5fm (previously Bosveld Stereo) Hindvani (previously HINDVANI) SHINE FM (previously Shine Community Radio) Vibe 94.7fm (previously Vibe fm) Fine Music Radio [previously Fine Music Radio (FMR) 101.3] Ulwazi FM 88.9 (previously Ulwazi FM) Emmanuel Haven FM 88.7 (previously Emmanuel Haven FM) Kowie FM 99 Dot Zero (previously Kowie FM) Lukhanji FM 97.3 (previously Lukhanji Community Radio) Page 64

4 Television The question regarding the household s ability to receive the main M-Net channel has been simplified to read Can your household receive the M-Net channel?. The phrase 24 hours per day, as well as the explanation of what is meant by the M-Net channel, have been removed. The M-Net logo is shown while the question is being asked. A new question has been included to determine whether the respondent s household has a separate M-Net decoder currently actively in use. The wording of the question and read-out options used to establish the means by which M-Net is received, have been simplified. The following changes were made to the list of TV stations/channels: New stations/channels: Ignition Deleted channels: FIN24 Gamez Channel TellyTrack Channels that have undergone name changes: Botswana Television - previously Botswana TV ERT World - previously ERT Sat NDTV 24x7 - previously NDTV 247 Raitalia (RAI International) - previously RAI International Rhema Television - previously Rhema Network RTPInternacional - previously RTPI Sony Entertainment Television - previously Sony Entertainment TV Globo Internacional - previously TV Globo Vuzu TV - previously Vuzu Cinema No changes were made. Internet/World Wide Web The question regarding Internet bookings now includes a show screen with types of bookings and respondents are asked for which of those, if any, they have made a booking over the Internet in the past 12 months. The types of bookings listed are: cinema/movie tickets, concerts/theatre/live shows and travel. An option for other types of bookings is also included. In the list of Internet activities, replaces Mail and an option for Other has been added. Out of Home No changes were made. Page 65

5 Services Retailers, Personal Data Cellphones The Cellphone section now precedes the Internet section, enabling internal CAPI checks on respondents who browse the WAP/Web from their cellphones and do not claim Internet access. Apple iphone has been included on the list of cellphone makes. Three new cellphone activities have been added, namely: Listen to the radio on your cellphone, Watch television on your cellphone and Read a newspaper/magazine on your cellphone. Financial Services On the list of financial services, savings/transmission account has been changed to savings account only. ATM card has also been removed from the list. Mzansi now appears before savings account and the definition for savings account specifically excludes Mzansi. Food and Groceries Changes to the list of stores are as follows: Dis-Chem and Price Club / Friendly Price Club have been added to the list of stores. Friendly Shoppe has been removed. Caltex Star Mart / Star Shop has been expanded to include Fresh Stop. Friendly 7 Eleven is now listed as 7 Eleven/Friendly 7 Eleven. Clothing and Shoes Meltz and Spitz have been added to the list of clothing stores. Three new stores have been added to the list of shoe stores namely Meltz, Spitz and Tekkie Town. The order of the questions regarding shoes has been changed. The respondent is first asked whether sports and exercise shoes have been bought, followed by whether other shoes (excluding sports shoes) have been bought, and finally where all of these shoes (both sports and other shoes) have been bought. Previously the where bought question was only asked for non-sports shoes. Travel Questions on travel now refer to travel in South Africa, not Southern Africa. Seven new questions have been added to determine: Which airline(s) were used for trips inside South Africa in the past 12 months. How frequently the respondent hires a car when on a business trip. How frequently the respondent stays overnight in paid-for accommodation (e.g. hotel/guest house/bed & breakfast (B&B)/self-catering apartment) when on a business trip. Which destination(s) the respondent visited during his/her holidays. What type of accommodation the respondent stayed in during his/her holidays. Which province(s) were visited during the respondent s holidays. When last the respondent travelled outside of South Africa, other than by air. The question on the number of weekend trips where the respondent has stayed in a hotel has been changed. The question now includes both weekend and long weekend trips where respondents stayed in any paid-for accommodation e.g. a hotel/guest house/bed & breakfast or self-catering apartment. Personal Data A new question has been added to establish respondents religious denomination. Page 66

6 Self- Completion Product Research and Activities Questionnaire PRODUCT (FMCG CATEGORIES) RESEARCH In total, 115 categories are surveyed, and 1508 brands. Based on Adspend, the FMCG category list has been updated to include categories which qualify for inclusion. Categories which do not qualify have been deleted. New categories: Cook-in-Sauces (purchase past 4 weeks) Deleted categories: Cigarette brands have been removed, but the volume question (number of cigarettes smoked yesterday) was retained and inserted into the smoking part of the Interests and Activities Section. Expansion/Change of category definition: The Hairstyling Products category has been expanded to include hair relaxers. The Fruit Juice category now also includes vegetable juices. The Canned Fish category has been expanded to Tinned/Canned Fish. The Ready-to-eat Cereals category is now described as Ready-to-eat/Instant Cereals. INTERESTS AND ACTIVITIES A question has been added to the section on Smoking. If the respondent is a smoker, he/she is asked How many cigarettes did you personally smoke YESTERDAY?. In the activities section, squash has been added to the list of sports. Attend a religious gathering has been expanded to Attend a church/synagogue/temple/mosque or other religious service/gathering (excluding funerals). In the Music section, the option for other type of music has been changed to an Other (STATE) option for respondents to mention which other types of music they are interested in. WEBSITE SECTION This section has been removed from the Product Research and Activities Questionnaire. Page 67