The Interview. Page 57

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1 The Interview The following descriptions of the SAARF AMPS 2003B (July-December 2003) and SAARF AMPS 2004 (January-June 2004) interviews should be read in conjunction with the actual questionnaires. A copy of the SAARF AMPS 2004 questionnaire will be found in the Appendix of this report. (Please refer to the Appendix in the SAARF AMPS 2003B report for a copy of the SAARF AMPS 2003B questionnaire). The interview opened 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 gender of the respondent is designated prior to the interview. The language(s) spoken by the respondent are then checked using a comprehension prompt card, and the home language(s) established. The first media section of the questionnaire covered regular cinemas. Last visit was recorded on prelisted categories. The number of visits in the past 4 weeks is established, if applicable. Three questions follow to determine the past 3 calendar months cinema-going. The interview then turned to print media. The masthead shuffle cards were numbered 1 to 140 in SAARF AMPS 2003B and 1 to 143 in SAARF AMPS Each card displays a different masthead separately with a heading above the logo indicating its frequency of distribution. All magazines were shown nationally but all conventional newspapers were regionalised. Respondents only found those newspapers obtainable in their broad metropolitan area in their pack of cards. The definition of 'read or paged through' was explained (this definition remained in the respondent's sight, on a reminder card, throughout this section of the interview). Prior to respondent selection, the interviewer would have shuffled the masthead cards to ensure a random order. The six month readership filter question asked respondents to sort all the publications into two piles, "Yes, I have read or paged through the publication in the past 6 months" or "No, I have not read or paged through the publication in the past 6 months". The number of issues usually read or paged through out of each six (five issues for daily newspapers, three for alternate monthly magazines, two for quarterly magazines) published, was measured for each publication claimed in the past six months. Next, the timing of the last reading was established. The time intervals shown on the recall cards were standard for all publication groups. If the last reading occasion occurred within the issue period, the timing of the first reading was established. Respondents were asked whether the publication was read on one day only or on more than one day. Those claiming "more than one day" were then asked "when first read". Finally, origin of copy was ascertained. Titles were randomised within publication categories for each of the readership questions (post the 6-month filter). If the respondent claimed to have read a daily or weekly newspaper in the past 6 months, which contained supplements, he/she was then shown black and white reproductions of the mastheads of these supplements (on sheets of up to six) and asked when last each supplement was read or paged through. Ownership of television equipment, including subscription to encoded satellite programmes was ascertained next as a precursor to the television section which included satellite television services. The number of working television sets in the household was established. Respondents were also asked about the presence of an M-Net decoder in the household or link to M-Net for terrestrial channels, as well as whether or not the household pays an M-Net subscription to receive the full terrestrial service. Details were also obtained on possession of a Multichoice DStv decoder. Page 57

2 The interviewer then turned to the television viewing section and defined viewing by setting up the TV reminder card showing the definition employed. Having done this, viewing in the past 4 weeks, in the past 7 days and 'yesterday' was checked, using channel prompt cards. The measurement extended not only to on-air transmissions (both terrestrial and satellite) but also covered the viewing of video tapes/dvds distinguishing between a hired or personally pre-recorded tape (recorded either by the respondent or someone else). Monday interviews were used to cover the previous Saturday. For the radio section, the interviewer first set up the radio reminder card defining what is meant by radio listening. For the 2004 survey, past 4 weeks, past 7 days and yesterday listening questions followed, using radio station prompt cards. For yesterday listening, Monday interviews covered the previous Saturday. (In SAARF AMPS 2003B, all questions pertaining to radio listening were deleted from the CAPI interview. Radio listening was only measured through the Radio Diary). The Internet section started with a question on past 4 week personal use of (sending or receiving). The section continues with personal access to the Internet/World Wide Web in the past 4 weeks, in the past 7 days and yesterday. (Questions on purpose, place and duration of access to the Internet/World Wide Web covered in 2003B were deleted from SAARF AMPS 2004). Following this, exposure to various outdoor advertising media was established using a prompt card with black and white photographs of each medium. Respondents were asked when last each medium had been seen. The mobility questions, including the number of kilometres travelled per week or per month, followed. The interview then turned to the acquisition, possession or use of a large number of products and services. These were as follows: Household ownership of motor vehicles, and details of vehicle personally owned, used or maintained. Details of the home, including type of dwelling, amenities, ownership and home improvements. Use of a home security service and ownership of timeshare units. The number of cellular phones in the household, personal usage of a cellular phone, whether it is a company or private phone and whether it is a contract or pre-paid package. Activities in the past 12 months and past 4 weeks. Personal use of financial services and facilities. Ownership of a retail store card(s) and whether this card(s) has a credit facility. Membership of a medical aid scheme via own or family member s employer. Personal investment in the Stock Exchange/Security Exchange. Investment in unit trusts or a mutual fund. Personal ownership of policies and investment plans. Durables, such as appliances or furniture, purchased on credit in the past 12 months. The purchased new in the past 12 months of small electrical appliances, household accessories and furniture. Page 58

3 Ownership of a still film camera and a digital camera. Responsibility for household purchases and detailed food, grocery and toiletry shopping behaviour was obtained. Travel patterns including air travel within and outside Southern Africa, business trips, pleasure trips, holidays in Southern Africa within specified time periods. Purchase of women's inner and outer items, men's and children's clothing (not sport) and sports clothing in the past 3 months. Purchase of women's, children's and men's shoes in the past 3 months. Purchase of women's, children's and men's sports and exercise shoes in the past 3 months. The use of 7 types of cosmetic products. Ages of own children and of children living at home. Questions on dependents, and whether living with parent(s) concluded the lifestage questions for both questionnaires. Next, the number of cats and dogs in the household was established. The possession of and purchased new in the past 12 months of 18 durable items. The number of working radio sets in the household, exclusive of those in vehicles. In the personal data section, extensive classification data was collected: marital status; employment status; occupation; age group; education level; household composition; number of income earners; household income; personal income and the major contributor; domestic workers in household; telephone ownership (excluding cellular phone). Respondents were then asked to complete both a 7-day Radio Diary and a Self-completion Product Research and Activities questionnaire. Both were placed with the respondent. Finally, for the purpose of flooding households with Radio diaries, interviewers obtained the demographic details of other household members aged 16 years and older (in large urban areas only). Details obtained were languages understood, work status, level of education, day-to-day purchase responsibility, gender, age, population group, number and ages of children. Page 59

4 Summary of Additions to SAARF AMPS 2003B and SAARF AMPS 2004 Questionnaires The following additions were made to SAARF AMPS 2003B (compared to SAARF AMPS 2003A) and the SAARF AMPS 2004 (compared to SAARF AMPS 2003B) questionnaires: Readership SAARF AMPS 2003B: NEWSPAPERS: Weekly Kaapse Son NEWSPAPER SUPPLEMENTS: Each supplement prompt card now includes the actual masthead of the main newspaper instead of just referring to the title. Daily Newspaper Supplements: Cape Argus - Football Cape Times - Sport Daily Sun - ekasi The Mercury - Sport Pretoria News - Sport - Football The Star - Workplace - bi-weekly, previously weekly - Sport - Football Die Beeld - MotorBeeld - name changed from Motors Beeld Two additional questions have been inserted to establish when last a bi-weekly or monthly supplement was read. Weekly Newspaper Supplements: Saturday Weekend Argus - Travel 2003 Weekend Sunday Argus - Travel 2003 Sunday Times - SupaStrikas Sunday Tribune - Travel SM Two new frequencies, namely fortnightly and monthly, have been added to weekly newspaper supplements. Hence, two additional questions establish when last these fortnightly and/or monthly supplements were read. MAGAZINES: Fortnightly TV Plus - previously monthly MAGAZINES: Monthly Popular Mechanics Jet Club - name changed from Club Together Magazine O The Oprah Magazine - previously alternate monthly MAGAZINES: Alternate Monthly South Africa Bicycling MAGAZINES: Quarterly fit AA traveller - name changed from The Motorist Page 60

5 Readership (Cont.) NEWSPAPERS: Daily ThisDay The Witness - name changed from The Natal Witness NEWSPAPERS: Weekly Weekend Witness - name changed from The Natal Witness (Sat) Son - name changed from Kaapse Son Weekend Post - name changed from East Cape Weekend Post Sunday World - name changed from Sowetan Sunday World NEWSPAPER SUPPLEMENTS: Daily Newspaper Supplements: Beeld - Jou Geldsake The Citizen - Racing Express A new question has been added to allow for the supplement that appears three-times-a-week in the Citizen. Weekly Newspaper Supplements: City Press - Careers 24 Rapport - Loopbane 24 Saturday Star - 48 Hours Saturday Weekend Argus - Travel name changed from Travel 2003 Weekend Sunday Argus - Travel name changed from Travel 2003 MAGAZINES: Weekly People Magazine - previously fortnightly MAGAZINES: Monthly Maksiman Soul MAGAZINES: Alternate Monthly Baby & Me Threads & Crafts Tuin Paleis Page 61

6 Radio SAARF AMPS 2003B: Commercial Radio Stations: The following new commercial radio stations have been added: - Cicks Live (In-store Station) - Discom Vibes (In-store Station) - Channel Islam International (CII) - RAI Radio - RNW (Radio Nederland Wêreldomroep) Name changes are: Algoa FM 5FM Music METRO FM Ofm 94-97FM BBC World Radio - name changed from Radio Algoa STEREO 94-97FM - name changed from 5fm - name changed from Metro fm - name changed from Ofm (Radio Oranje) - name changed from BBC World Service Radio Community Radio Stations: The following newly licensed community radio stations have been added : - Radio Ermelo (Mpumalanga) - Radio Kragbron (Mpumalanga) - Radio Laeveld (Mpumalanga) - Radio Platorand (Mpumalanga) - Imbokodo Community Radio (KwaZulu-Natal) - Izwi Lomzansi Community Radio (KwaZulu-Natal) Community radio station name changes are : Botlokwa Community Radio - name changed from Radio Botlokwa Mokopane Community Radio Station - name changed from Mokopane Community Radio Moletjie Progressive Community Radio Station - name changed from Moletjie Progressive Community Radio TNG FM name changed from Radio TNG VCR FM STEREO name changed from VCR Stereo Mangaung Community Broadcasting - name changed from Radio BBT Stereo (BBT Stereo) Setsoto F.M. Stereo - name changed from Setsoto Stereo Shimla (RSFM) - name changed from RSFM (Radio Shimla) XK-FM Community Radio Station - name changed from X-K FM CCFM & 96.7 Fm - name changed from CCFM Fine Music Radio 101.3fm - name changed from Fine Music Radio (FMR) Radio Helderberg 95.9fm - name changed from Radio Helderberg Ilitha Community Radio Station - name changed from Ilitha Community Radio Khanya Community Radio - name changed from Radio Khanya Link FM Christian Radio 97.1 FM - name changed from Link FM Stereo 97.1 Unitra Community Radio Station - name changed from Unitra Community Radio Highway Radio 101.5FM - name changed from Highway Radio ICORA FM - name changed from Indosakusa (Icora FM) Maputaland Community Radio FM - name changed from Maputaland Community Radio Page 62

7 Radio (Cont.) Three questions have been included on radio listening i.e. Radio stations listened to in the past 4 weeks, past 7 days and yesterday. Commercial Radio Stations: One commercial radio station has been added: - B.R.F.M. (the Border Drive) Name changes are: P4 Radio KZN name changed from P4 Radio KZN fm 99.2 YFM - name changed from YFM 99.2 Audio DStv channels: The following have been added : - 100FM (Radio Energy) - RFI (Radio France International) - Wave (Radio Wave) Community Radio Stations: The following newly licensed community radio stations have been added : - Radio Lichtenburg (North West) - Kathorus Community Radio (Gauteng) - Radio Mams (Gauteng) - Radio Orange Farm (Gauteng) - Radio Tritech (Gauteng) - RAU Radio (Gauteng) - Top Stereo 96.8 (Gauteng) - Voice of Tembisa (Gauteng) - VALLEI fm 88.8 (Western Cape) Name changes are : Barberton Community Radio (BCR 104.1fm) MOLETSI COMMUNITY RADIO STATION East Rand Stereo 93.9fm/efm East Wave Radio 92.2 Fm IFM (Iscorian FM) Radio Today 1485 AM MOSUPATSELA FM Radio Tygerberg 104 FM Imbokodo Community Radio Station Rainbow Community Radio - name changed from Barberton Community Radio - name changed from Moletjie Progressive Community Radio - name changed from East Rand Stereo - name changed from East Wave Radio - name changed from IFM Stereo - name changed from Radio Today - name changed from Mosupatsela FM - name changed from Radio Tygerberg - name changed from Imbokodo Community Radio - name changed from Rainbow FM 90.7 (RCCR) Page 63

8 Television SAARF AMPS 2003B: MULTICHOICE DStv SATELLITE CHANNELS: Activate FET Big Brother Africa DStv Games Idols SAT3 (Deukom) - name changed from 3SAT (Deukom) Christian Network is included in the bouquet of M-Net Community Services Network (CSN) MULTICHOICE DStv SATELLITE CHANNELS: Animal Planet B on M-Net Go History Channel Pay Per View (PPV) Activate Fun and Games Weatherwise/Weather Channel - name changed from Activate FET - name changed from DStv Games - name changed from Weatherwise The subscription channel Deukom is also referred to as the German Bouquet. Bayern has been added to the German Bouquet. Internet/World Wide Web SAARF AMPS 2003B: There is a new question on personal sending/receiving of in the past 4 weeks. Questioning on places of Internet access is probed, each of which requires a Yes or No answer. The places are At home, At the office/work, At an educational institution where you study and Elsewhere. The list of purposes for use of the Internet/World Wide Web has been increased from 8 to 10 options. The two additional options are: For instant messaging (e.g. ICQ Messenger, MSN Messenger, Yahoo Messenger, etc.) and To research products/services with the intention of making a purchase. The option To chat on-line specifies that and instant messaging is excluded. Examples are added to the option To send/receive namely Webmail, Yahoo, Hotmail, etc. The option To obtain news has been changed to To obtain the latest news. No additions. Page 64

9 Outdoor Advertising Research SAARF AMPS 2003B : An additional section on exposure to outdoor sites has been included. This section is relevant only to 21 interviewing areas. The areas are: 1. Bloemfontein 2. Cape Town 3. Durban 4. East London 5. Ermelo 6. Johannesburg 7. Kanyamazane 8. Kimberley 9. Mpumalanga (KZN) 10. Newcastle (urban) 11. Pietermaritzburg 12. Port Elizabeth 13. Potgietersrus 14. Pretoria 15. Sasolburg 16. Umtata 17. Welkom 18. Lusikisiki Rural 19. Newcastle Rural 20. Rustenburg Rural 21. Thohoyandou Rural Respondents are handed a pack of outdoor site cards relevant to the area in which they live, each of which has a photograph, a small map and a description of some places in that area. They are asked to sort the cards into three piles: which they have passed in the past seven days, which they know but have not passed in the past seven days, and which they do not know. For sites passed in the past seven days, they are asked two further questions: How many times the sites were passed on foot and how many times the sites were passed in a vehicle in the past seven days. The list of options for when last outdoor media were seen has been expanded to include the option Yesterday. Page 65

10 Services, Retailers, Personal Data SAARF AMPS 2003B: There is a revised all inclusive question on food and grocery shopping: Thinking of this shopping, please tell me at which shop or shops do you usually do your food, grocery and toiletry shopping either bulk or fill-up? The aim of this question is to categorise people into supermarket and nonsupermarket shoppers. The question on improvements to the home has been changed to ask about improvements costing R1000 or more, not R500 or more. In the section on activities, an additional activity Hired a car has been included. Bought video games has been expanded to Bought video/computer games. Debit cards have now been included in the list of financial services. The question on access to accounts via an ATM, the telephone or the Internet, has been replaced with two questions: one asking about access to accounts via the telephone, and the other about access to accounts via the Internet. The question on investment in the Stock Exchange has changed to Stock Exchange/Security Exchange. In the travel section, there is an additional question on the number of air trips in Southern Africa taken for pleasure. In the list of large appliances, personal computer in home has been expanded to include personal laptop in home. There is a new question on which languages the respondent understands. For Diary flooding, basic personal demographics are obtained for each additional household member who is 16 years old or older. Self- Completion Product Research and Activities Questionnaire SAARF AMPS 2003B: Product Category section: A total of 108 unbranded categories are measured. Branded Product section: A total of 50 branded categories are included. Product Category Section: A total of 58 unbranded categories are measured. Branded Product Section: A total of 32 branded categories are measured. Page 66

11 Summary of Deletions to SAARF AMPS 2003B and SAARF AMPS 2004 Questionnaires The following deletions have been made to SAARF AMPS 2003B (compared to SAARF AMPS 2003A) and the SAARF AMPS 2004 (compared to SAARF AMPS 2003B) questionnaires: Readership SAARF AMPS 2003B: NEWSPAPER SUPPLEMENTS : Sunday Tribune - Perspectives MAGAZINES: Monthly Citylife TV Plus! MAGAZINES: Alternate Monthly SA Cycling Magazine O The Oprah Magazine - changed to fortnightly magazine - changed to monthly magazine NEWSPAPERS : Weekly The Herald (Sat) NEWSPAPER SUPPLEMENTS : Daily newspaper supplements : Cape Argus Daily News Daily Sun Pretoria News Sowetan The Star The Witness - Football - Football - ekasi - Football - Education - Soccer Beat - Football - Friday Since there are no longer any monthly supplements for any of the daily newspapers, the question on monthly supplements has been deleted. Weekly newspaper supplements : Weekend Post Saturday Star Saturday Weekend Argus Sunday Times Sunday Tribune - Businees - Leisure - Business Report - Television Etc - Business Report - Supa Strikas - Sport Since there are no longer any monthly supplements for any of the weekly newspapers, the question on monthly supplements has been deleted. MAGAZINES: Monthly Pace Siyavaya The categories for Origin of Copy have been reduced to five. The option My own copy which I personally bought or subscribe to no longer distinguishes between whether it is a copy available for other people to read at home or not. The free option has also been deleted. Page 67

12 TV Equipment SAARF AMPS 2003B: No deletions. Three questions have been deleted: - Whether the TV sets in the household are black and white, or colour - Whether they are portable or normal sets - If there is a facility to change TV channels using a remote control Radio SAARF AMPS 2003B: Horizon Stereo (Gauteng) Radio Phoenix (KwaZulu-Natal) Radio Bop ceased broadcasting in August 2003 and listenership will therefore not be reported on or released on the 12 month database. Commercial Radio Stations: Radio Bop Community Radio Stations: Radio Sunshine (North-West) Teks FM Stereo (Mpumalanga) Suid-Kaap Stereo (Western Cape) Ilitha Community Radio Station (Eastern Cape) Mangaung Community Broadcasting [BBT Stereo] (Free State) Television SAARF AMPS 2003B: Multichoice DStv: Africa to Africa 3SAT (Deukom) - name changed to SAT3 Bop TV closed down, its last broadcast being 31 st July No data was released for Bop TV on the 2003B datafile. Multichoice DStv: Big Brother Africa Idols Bop TV was deleted from the list of terrestrial channels. The question on different places at which TV was viewed Yesterday has been deleted. Page 68

13 Internet/World Wide Web SAARF AMPS 2003B: No deletions. The question on personal access to the Internet/World Wide Web in the past 4 weeks no longer establishes place of access. The question on purposes for which the Internet/World Wide Web was used in the past 4 weeks has been deleted. Another deletion was the question on amount of time spent on the Internet/World Wide Web in the past 7 days. Services, Retailers, Personal Data SAARF AMPS 2003B: The questions on stores from which small electrical appliances, household accessories or furniture can be bought have been deleted. Separate questions relating to shops where food and grocery shopping can be done have been deleted i.e. the questions on bulk shopping, non-bulk shopping or fill-up shopping, where the most money is spent, toiletry and convenience shopping (i.e. pop-in shopping including daily purchases such as bread and milk). These questions have been reduced to one all- inclusive question on food and grocery shopping (see Summary of Additions). The questions on where women s, children s and men s shoes can be bought have been deleted. Stores for purchase of large appliances have been removed from the questionnaire. Four questions have been deleted from the motor vehicles section: - Method of finance used to acquire the vehicle - Whether the respondent receives a car allowance - The number of people usually in the motor vehicle when travelling to work, the shops, on other trips or out of town - Whether services/repairs to the respondent s or household s vehicle are carried out by the respondent The question on whether the mains electricity in the home is pre-paid or paid by account has been removed. Type of flooring covering most of the rooms in the household is no longer asked. In the activities section, bought toys/other games replaces the four previous options of bought construction/educational toys, bought dolls/soft toys, bought other games and bought other toys. Furthermore, the following were deleted: - Have taken an active interest in my garden - Number of books bought in the past 6 months - Personal usage of a laptop/notebook in the past 7 days With regard to Food and Groceries, the questions on types of outlets at which fresh meat, and fruit and vegetables can be purchased have been deleted. Page 69

14 Services, Retailers, Personal Data (Cont.) In the travel section, six questions were removed: - Number of business trips on scheduled flights - Frequency of hiring a car on a business trip - Frequency of staying overnight in a hotel - Whether the last trip by air outside Southern Africa was for pleasure, business or both - Destinations of holiday trips in Southern Africa in the past 12 months - Type of accommodation stayed in for these holidays Other questions deleted were: - Wearing of prescription or reading spectacles - Wearing of contact lenses - Which of various pets (cats, dogs, caged birds and fish) are kept in the household - Industry and work sector in which working respondents are active - Age at which respondents finished their full-time education - Highest school grade/standard completed - Religious denomination - Method of payment for a home landline telephone - Type of telephone exchange i.e. automatic or manual Page 70