Each year, a Public Perceptions Report is completed which reports on New Zealander’s perceptions of local content, such as awareness and understanding of the role of NZ On Air, Statement of Intent indicators, and measures sources of music. It is a quantitative survey that uses Computer Assisted Telephone interviewing to randomly identify households and complete a 15 minute interview, resulting in a total of 874 respondents, of which 124 were children. In 2011, new questions were asked about Understanding of the role of NZ On Air, methods of watching television, and children’s viewing preferences (which were answered directly by children aged between 5 and 14 years). Wherever possible, comparisons are made between results of this survey and previous NZ On Air quantitative surveys of the general public.
Methodology
- Computer Assisted Telephone Interviewing (CATI)
- 15 minute interview
- Interviewing undertaken in April 2011
- Households to call are randomly identified
- Either the person who answers the phone (if eligible) or person with the next birthday is interviewed
- Main sample of n=750 (people aged 18 years plus living in households with landlines)
- Supplementary sample of n=124 children aged 5-14 years
- The majority of this report is based on the main sample only
- Main sample stratified for regional representation to match population distribution
- Red text indicates a significant change over time or significant difference between two results
- 2011 sample profile similar to 2010 sample. Two significant differences between the samples:
–Less people aged 18-24 years in the 2011 sample*
–More Pakeha and less Maori in the 2011 sample
*in the future may need to consider supplementing the phone sample with online sample to account for dwindling young people