Audience ResearchEssay Preview: Audience ResearchReport this essayNBC TELEVISION SURVEY 2004METHODOLOGYTELEQUEST: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 that the results are a true reflection of the population and if not, they may deviate by a maximum of 3.9%.
COVERAGE:All 13 Regions of Namibia were included in the study; the sample was drawn by way of simple random sampling:REGIONSAMPLECapriviErongoHardapKarasKavangoKhomasKuneneOhangwenaOmahekeOmusatiOshanaOshikotoOtjozondjupaTOTALSome regions were clearly over sampled, while other were under sampled. This does however point to a deficiency in the random sample and a stratified random sample would be more appropriate when stratified by region.
Arithmetic weights were introduced to correct for sampling errors that arose from over and under sampling of certain population groups. Due to the nature of the random sample, there were too few cases from the San and Setswana communities. There was therefore little to no in depth analysis of these language groups in the study
Television ViewerThere are 647,162 TV viewers in the country, up from 504,480 viewers in 2001. This is a 28% increase in TV viewers. This increase is predominantly due to higher TV ownership and a shift from Radio to TV in the past three years. TV ownership has increased by 1.6% per annum over the last three years.
NBC Television has 549,035 viewers that represent 50.95% of the adult population. Our viewer has therefore grown by 18% over the past three years. NBC has therefore expanded its position as the market leader in the past two years by winning a large share of the new entrants.
M-NETÐŽ¦s viewer declined over the time frame under consideration by 23%. This was due to the withdrawal of this service from the small towns in Namibia. They now have 75,133 viewers. DSTV on the other hand has 84,201 viewers. Once the double counting has been removed, DSTV and M-NET have 107,958 viewers (70% are DSTV subscribers).
SuperSport has 42,424 viewers, or 3.93% of the adult population. There are however no data from previous years.One Africa is slowly making its way into the Namibian population. They have 26,664 viewers. Which is rather impressive considering their low coverage.SABC has just over 10,000 viewers, or 0.94% of the adult population, while Deukom has the smallest viewership of 5,505 viewers.66.1% of NBCÐŽ¦s viewer is female. Females therefore out number males 2:1 on NBC.The channelÐŽ¦s viewer is mostly young, with 70% younger than 34 years. As age increases, the number of viewers decreases, leading to a strong negative correlation between age and viewership.
43.39% of NBC TV viewer speaks Oshiwambo, 14,42% speak Damara/Nama11.69% speak Afrikaans, 10.7% speak Otjiherero and 10.62% speak Rukavango. These figures are very similar to the demographic composition of the population based on the latest census information and therefore do not bear much significance.
17.23% of the channelÐŽ¦s viewer lives in the Khomas region, 13.42% lives in the Omusati region11.28% in Erongo and 10.16% in Kavango. 12.5% of the population lives in the Ohangwena region, while this region accounts for a mere 3.74% of NBC viewer. This tells us that very few people in this region watch NBC TV. This can be expected since this is the poorest region in the country and it is very likely that they cannot afford it. Kunene on the other hand accounts for 3.8% of the national population and 6.75% of NBCÐŽ¦s viewer. This region is the complete opposite of the Ohangwena region in that they have a very high incidence of viewership. Erongo also has a high incidence on viewership, in that they account for 11.28% of NBC viewer with 6% of the national population. The indicators of the rest of the regions are very similar to those of the population and therefore do not warrant further explanation.
The Region
Here is a brief list of the territories in the United States (all territories are geographically located around the U.S.).
The region with the highest percentage of American viewers is Nevada, the fifth with 17.2% and 4.25% of the viewers respectively. The highest percentage of viewers is the population in the area of New Mexico, 4.33%.
Southwestern Texas was last part of the United States in 1990 and has a higher percentage of viewers, 22.5%.
The region with the highest percentage of viewers is Louisiana, 17.8%. This region is the only one on this list where it is very likely that viewers will never see the United States on television. Louisiana has no live-action TV, thus the majority of viewers in this region do. (In 1988, nearly half of American television viewers, 50% were viewers in the States outside of the South for a “real” TV show.) Louisiana residents, however, never watch a US cable channel, which is the primary TV source for Southwestern Texas, as well as most of the local regional programming.
Southwestern Texas TV viewers are generally at a 3 to 5% higher interest in live-action television content from those in the United States.[32]
As in almost all regions, Southwestern Texas viewers have some interest in both live-action and a short form of local news. While this shows the Southwestern Texas population as a smaller subset of the population,[33][34] the vast majority of those in Texas enjoy one form of local news. For these, Southwestern Texas provides a huge opportunity for the public to watch one of the oldest and most prestigious broadcast television shows of the South. There is no shortage of local government news shows, such as News 5, News 9, News 2, City 10, News 3 and News 6.[35] The South has made many shows of local television available to the public, allowing anyone to become a Southwestern resident. It should be noted, however, that television shows have many of the same audience characteristics as local programming, including local news availability and ratings.[36][37]
In other words, the South can be known as the “most interesting region” for a variety of national TV shows. In the past three years, the region has produced six of the Southwestern Texas national TV shows:[38] News 6, News 5, News 6, News 5, News 4, News 5, News 4, News 5, News 5, News 5, News 3, News 4, News 5, News 4, News 3, News 2, News 2, News 3, News 2, News 2, News 2, News one, News one, News one, News one, News one, News One, News one, News One, News One, News One, News One, News one, News one, News one, News 6, News 6, News 6, News 6, News 6, News 6, News 6, News 6, News 6, News 6, News 6, News 6, News 6, News 6, News 6, News 6, News 6, News 620, News 620, News 620, News 620, News 620, News 620, News 620, News 620, News 620, News 620, News 620, News 620, News 620, News 691
53.5%