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Rwanda Audience Survey 2009. Contents & Presentation Structure. Introduction Media habits & hardware ownership Radio TV Print Internet Other media. Sampling & Methodology. 2000 respondents nationwide 200 randomly selected sampling points at sector level
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Contents & Presentation Structure • Introduction • Media habits & hardware ownership • Radio • TV • Print • Internet • Other media
Sampling & Methodology • 2000 respondents nationwide • 200 randomly selected sampling points at sector level • 20 interviews per sampling point sector Population distribution By location: Census 2002: Urban 83.11% Rural 16.89% RAMS Survey Urban: 760 interviews (38.0%) Rural: 1240 interviews (62.%) of sample By gender: Census 2002: Male 47.73% Female 52.27% RAMS Survey: Male 962 (48.10%) Female 1038 (51.90%) of sample • Household level interviews (20 May -10 June 2009) • Random selection of respondent within household • Face to face interview • Questions types- Closed, choice, open and aided responses-use of show-cards • Average interview time= 39 minutes
Questionnaire, Fieldwork & quality controls Questionnaire formulation: • a stakeholder consultative meeting was organized on 02 March 2009 at St. Paul for stakeholders to input in the questionnaire Field staff training: • Field staff training was conducted in Incisive Africa offices from the 13th -18th May 2009 Pilot survey • two pilot surveys were done • Urban setting pilot 18/05/09 - Nyamirambo, Kimisagara, Kimironko, Kacyiru, Nyarugunga) • Rural setting 19/5/09 Muyumbu and Runda sectors Fieldwork • Small field teams : each sampling point was allocated 4 interviewers • Close supervision- High supervisor- interviewer ratio • Accompanying interviewers: 351 interviews were accompanied (17.55%) • Call backs /rechecking done interviews: 156 questionnaires were rechecked (7.8%) • Back-checks- a different team revisiting the respondent to re-interview 277 questionnaires were back-checked (13.85%)
Respondent profile- income Individual incomes Household incomes
Hardware ownership 74.65% 39.20% 26.25% 9.80% 9.15% 4.75% 3.30% 2.15% 1.60% 1.40% 0.95% 0.50% 12.45% 3.55%
Perceived gaps in content – (local vs. international stations)
Print -share of readership(Urban –Rural) All papers with less than 17 mentions weren't analyzed for rural urban distribution since all except last two had a single rural mention
Print media – gaps in coverage Green= underreported or featured Red = over reported or featured