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LITHUANIAN MEDIA SURVEY 2008

This survey aims to assess user satisfaction and specific needs of media employees in Lithuania, and improve the provision of statistical information services. The survey covers factors like availability, quality, and relevance of statistics, as well as user satisfaction index calculation. The results will be used to enhance user relations and make necessary improvements.

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LITHUANIAN MEDIA SURVEY 2008

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  1. LITHUANIAN MEDIA SURVEY 2008 Audronė Miškinienė Head of Public Relations division UN-ECE meeting, Warsaw

  2. STRATEGIC USER RELATIONS Strategy 2005–2007: Objective:Improve & develop provision of information services & satisfy user needs Tasks: • Launch free dissemination system & emphasise web-services • Introduce System of User satisfaction surveys • Calculate User satisfaction index (GUSI) Functioning....... Strategy 2008–2012: Objective:Develop System for evaluation of individual user needs Tasks: • Adjust to render individual services • Employ CRM to monitor user needs & maintain feedback with survey participants • Calculate GUSI for specialised user groups • Improve conditions for users of primary data (R & D) Ongoing.......... UN-ECE meeting, Warsaw

  3. USER SATISFACTION SURVEY PRINCIPLES, 2005–.... Approach Target groups Questions + 1. General public + 2. Public administration institutions (inc. municipalities) + 3. Students & school children + 4. R&D community + 5. Media 6. Politicians + 7. Business 8. International org. 9. Embassies 10. NGOs Survey objective User-group surveyed Periodicity Survey programme, data collection means & form Anticipated results & usage Feedback with users & possible improvements Regular CoP: 1. Clarity 2. Sufficiency 3. Reliability 4. Relevance National interest: 5. Awareness 6. Quality + Other 4–5 depend on topicality of issues UN-ECE meeting, Warsaw

  4. OUTSOURCED PUBLIC OPINION POLLS–FOR GUSI CALCULATION 1.GeneralPublicopinion poll 2005–2008 2.Specialised user group poll (2 a year on rotation, repeated in 2-3 years): Public administration 2005 & 2008 R&D 2006 Schools & students2007 & 2008 Business 2007 Media 2008 Importance & impact on improvements UN-ECE meeting, Warsaw

  5. USER SATISFACTION INDEX Based on CoP principles Clarity Sufficiency Reliability / trust Relevance Based on national needs Awareness, visibility 5 characteristics= GUSI GUSI methodology & formula produced 2007, approved Jan. 2008 Calculated from replies to 5 regular questions inannual General Public opinion poll since 2005 UN-ECE meeting, Warsaw

  6. ABOUT MEDIA SURVEY Target group:Media employees using statistics in their work Territory:LT Survey period:July-August 2008 Objective: 1.Opinion on availability of statistics, quality, CoP-related principles & specific needs.2.CalculateGUSI Method:CATI interview by professional interviewer Sample:206 respondents. Quota sample central, local media & news agencies: Radio, TV, electronic, paper press, specialised magazines, etc. Questions:standard questionnaire, constant questions to estimate user satisfaction index + quality perception + media specific UN-ECE meeting, Warsaw

  7. BREAKDOWN UN-ECE meeting, Warsaw

  8. SOCIO – DEMOGRAPHICCHARACTERISTICS N=206 Sex Seniority in media Age Media Position Location UN-ECE meeting, Warsaw 8 8

  9. FREQUENCY OF USE UN-ECE meeting, Warsaw 9

  10. RELEVANCE /IMPORTANCE (%) *Galimi keli atsakymų variantai UN-ECE meeting, Warsaw 10

  11. STATISTICAL DOMAINS (%) About UN-ECE meeting, Warsaw 11

  12. SOURCES OF STATISTICS (%) UN-ECE meeting, Warsaw 12

  13. SUFFICIENCY UN-ECE meeting, Warsaw 13

  14. CLARITY UN-ECE meeting, Warsaw 14

  15. RELIABILITY / TRUST UN-ECE meeting, Warsaw 15

  16. SL AWARENESS& VISIBILITY UN-ECE meeting, Warsaw 16

  17. STATISTICAL QUALITY RATING UN-ECE meeting, Warsaw 17

  18. SLSERVICES RATING(%) UN-ECE meeting, Warsaw 18

  19. NEED FOR STATISTICAL KNOWLEDGE / LITERACY RAISING UN-ECE meeting, Warsaw 19

  20. NEED FOR SPECIALISED WEB CORNER UN-ECE meeting, Warsaw 20

  21. USER SATISFACTION LEVEL BY USER GROUP UN-ECE meeting, Warsaw

  22. KEY DEVELOPMENTS GUSI related: • User ranking of CoP characteristics to calculate weights for GUSI • Trade-offs between Accuracy vs. Timeliness, Accessibility vs. Timeliness, Relevance vs. Accuracy, etc. • NGOs & Embassies surveys 2009. General public opinion poll 2009 Media related: • Reorganisation 1 July 2009, PR div. regain regional media, esp. Agro census (2010) & Population and Housing census (2011). Invoke interest of regional readers. Regional media monitoring • 6300 media coverage (excl. TV and radio) cases in 2008 - 1100 from regional (paper) media. Weight & needs of national media retain importance • Media training on website & DBs, definitions, cross-sectional data, Eurostat - every new generation journalists, new surveys & censuses. Brief course in stats for Institute of Journalism, Vilnius University • Individualised services: user-friendliness of website & DBs, analytical capacities of employees & journalists • Brainstorming on web media corner inviting media • Information & communication campaigns pinpointed - innovative ways & solutions based on survey results • Sufficiency: Press releases - links to actual web tables & info of other institutions • Repeated training (last done 2007) for SL employees on media relations UN-ECE meeting, Warsaw

  23. Thank you.Questions are welcome UN-ECE meeting, Warsaw

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