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SAARF-TEEN RAMS® JULY - DECEMBER 2008 (RELEASED FEBRUARY 2009)

 

SAARF-RAMS® AUGUST 2009 – DECEMBER 2009 (FEBRUARY 2010 RELEASE)

This is the sixth and last SAARF RAMS® release for 2009.

SUMMARY OF METHODOLOGY

OBJECTIVES:

The objective of the survey was to gather information on the radio listening habits of the South Africans over a 7-day period.

More specifically, the objectives covered:

- Radio stations listened to during a 7-day period.

- Times listened to each station, for each day of the week, for each quarter hour of the day from 00h00 to 24h00

- Radio stations listened to in the past 4 weeks

- Favourite radio stations

UNIVERSE:

As of 2009, SAARF expanded the AMPS®/RAMS® universe to include 15 year-olds.

The survey covers adults aged 15 years and older, who are living in the nine provinces of South Africa.

This February 2010 release is the third national RAMS® release on the new 15+ year old universe.

For trending purposes, both the 15+ and 16+ year old universes will be available on the RAMS® databases released, for a 12-month period until the August release of 2010.

METHOD:

Radio self-completion diaries were placed with respondents to complete in their homes over a 7-day period, for which they were offered a small incentive.

Respondents were instructed on how to complete the SAARF RAMS® Diary.

SAMPLE DESIGN:

A probability sample stratified by area was drawn.

The sample was equally apportioned between males and females with the exception of mines, hostels and domestics. At each sampling point a cluster of two addresses was drawn.

In each household, the main respondent was selected by means of a Random Grid. Four calls were made before substitution could occur.

During the survey period, household “flooding” was implemented. In addition to placing a diary with the main respondent, supplementary diaries were placed and completed by all other members of the household aged 15 years and over.

Note that as of 2009, the flooding methodology was expanded to include the small urban and rural areas. This February 2010 release is the third national flooded RAMS® release.

The main advantage of flooding is to allow for reporting on a more robust sample. A total of 25 329 diaries were collected over the two fieldwork waves.

FIELDWORK:

Fieldwork for this sixth release wave of 2009 was conducted in 2 parts: the first part from the end of August to third week of October 2009, and the second part from the third week of October to mid-December 2009.

The 2009-2013 SAARF RAMS® contract was awarded solely to The Nielsen Company.

Fieldwork during 2009 was conducted solely by Nielsen.

A 20% back-check was conducted on all interviewers.

ANALYSIS OF RESULTS:

Only findings based on adults 15 years and over are shown in the Radio Services report.

Reporting is on the combination of the two waves of interviewing. Results were weighted up to total population.

Special Note: This SAARF RAMS®

release uses population figures updated according to the 2001 Census framework, with the BMR projections to the year 2009. The new population figures must be

taken into account when comparing thousands to SAARF RAMS® releases prior to the May-August 2009 release. For any further information regarding population updates, please refer to the SAARF AMPS® 2009A Technical Report.

Analysis of results was provided in total, and by demographic breakdowns as follows:

- Age

- Community size

- Gender

- Home language

- Household income

- Household purchaser

- Languages understood

- Languages spoken (Other)

- Level of Education

- Living Standards Measure

- Metropolitan area

- Population group

- Province

- Mothers’ status

- Work status

In addition to the trended figures, the latest RAMS® release also includes two additional columns:

a) After the % column (reflecting % of adults who listen to a particular station) is a +/- % column which indicates the possible range of this audience %, with a statistical certainty of 95%.

b) After the ’000 column (reflecting a station’s audience in thousands) is a +/- ’000 column which indicates the possible range of this audience figure, with a statistical certainty of 95%.

CAUTIONARY NOTE:

There are some community radio stations with less than 100 diary keepers in their footprint areas. Users must keep these small sample sizes in mind when examining the data.

 
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