A Public Information and Opinion Monitor has been completed annually since 1992 to gauge the performance of NZ On Air. It achieves this, amongst others, through measuring the level of understanding of its role and achievements in the previous year, and by gathering more general feedback on New Zealand broadcasting. In this 2007 monitor new questions were added to measure how people access digital content. The Monitor uses a structured questionnaire to interview respondents selected using random digit dialling, resulting in a total of 1209 respondents, of which 220 were Māori and 239 were Asian, for the 2007 monitor.
Methodology
The main sample of n=750 respondents was recruited using random digit dialling. The margin of error associated with a sample of n=750 is ±3.6 percent. On reduced base sizes the sample error will be greater than this.
In addition, a booster sample of n=220 Maori were randomly drawn from the Maori Electoral Roll. Comparisons between Maori and non-Maori are made throughout the report. Additional to the booster sample of n=220 Maori, a further n=53 Maori were interviewed as part of the main sample. This gave a total of n=273 Maori, with the remaining n=697 interviews being classified as non-Maori.
For the first time this year, an Asian booster sample of n=239 was also included in the analysis. The survey for the Asian booster was conducted online with the sample obtained from Smile City, TNS’s online panel.
SmileCity is New Zealand’s largest online community with over 120,000 members. The panel consists of members who have pre-registered an interest in completing online surveys. They are incentivised using a redeemable points system.
The database is managed to ensure that respondents are not over-surveyed and that only considered responses are collected.
Additional to the booster sample of n=239 Asians, a further n=35 Asians were interviewed as part of the main sample. This gave a total of n=274 Asian people, with the remaining n=715 interviews being classified as non-Asians.
Sample
- The person interviewed was the person within each household who was aged 18 years or over with the next birthday.
- The main sample was geographically representative of the main urban, secondary urban and rural centres (100% national coverage). From 1997 the sample was extended to include rural households.
- The sample profile is appended. As occurred in previous years, females (63%) were more likely than males (37%) to participate in the survey.
- For the Asian sample, quotas for age were applied to ensure a representative sample was drawn.
Interviewing
General Sample and Māori Booster
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Fully trained TNS interviewers, based in Auckland, carried out the interviewing. This survey was conducted using Computer Assisted Telephone Interviewing (CATI).
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Up to three call backs were conducted to reduce over-sampling of less socially active people.
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To ensure the quality of information, all interviewers’ work was checked for accuracy and completeness by a supervisor. Additionally, a 10 percent audit of each interviewer’s work was undertaken.
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Fieldwork was conducted between 16 May and 17 June 2007. All interviewing was conducted during weekends and weekday evenings.
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A structured questionnaire was used for the survey. The questionnaire is appended to this report.
For the Asian Booster Sample
- Asian Smile City members were sent out invitations to participate.
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Those who completed the survey received 150 Smile City points.
Significant Differences
Significant differences are highlighted throughout the report. This includes:
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Significant differences are marked in tables throughout the report. On the general sample tables (n=750 in 2007), a circle indicates a significantly higher result compared with 2006. A square indicates a significantly lower result compared with 2006.
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On the Maori tables, a circle indicates a significantly higher result compared with non-Maori in 2007; while a square indicates a significantly lower result compared with non-Maori in 2007. Significant differences are reported only where they are evident.
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Also on the Maori tables significant differences between 2006 and 2007 are marked in tables throughout the report. On the Maori tables, an up arrow indicates a significantly higher result compared with 2006. A down arrow indicates a significantly lower result compared with 2006.
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Significant differences by demographic group are highlighted in a red box where they are evident. For example, the table below shows that people who reside in the Lower North Island, those who are male, and those who are aged between 35 and 44 years are significantly more likely to be aware of NZ On Air.
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Throughout the report, zero figures will be indicated with a dash (-) and figures greater than zero but less than one percent will be shown with an asterix (*).
Questionnaire
A copy of the questionnaire is appended to this report (see appendix two).