Volume 1

TECHNICAL REPORT

| Introduction | Special Notes | Definition of Terms | Universe and Sample | Sampling Method |

The Interview | Fieldwork and Results | Analysis | SAARF Universal Living Standards Measure | SAARF Lifestyles | SAARF MGM | Confidence Limits | Appendix | Database Layout |

Table of contents

Copyright / Exclusion of claims

SAARF Objectives

SAARF Management

SAARF Councils

AMPS®/RAMS® Tendering Process

[TOP]

Introduction

Reports

Coverage and Layout of this Technical Report

SAARF Contact Details

[TOP]

Special Notes

Population Update

Readership

Changes to Publications

Weg Magazine

Maksiman Magazine

Son Newspaper

Titles not reported in SAARF AMPS® 2005 (Rolling Average)

Titles only found in the SAARF AMPS® 2005 (6 month) database

Radio Listenership

TV Viewership

Cinema

Durables

Financial Services

FMCG (Product) Categories

Language

Age

Community

SAARF Lifestyles

[TOP]

Definition of Terms

Average Issue Readership (AIR)

Average Yesterday Audience (Radio)

Average Yesterday Audience (TV)

Community Size

Cosmetic Usage

Internet/World Wide Web

Home Language

Household

Household Income

Household Purchaser

Housewife

Large Item Decision Maker

Level of Education

Lifestages

SAARF Lifestyles

SAARF Media Groups Measure (MGM)

Magisterial District

Metropolitan Area

Occupation

Outdoor

Products (FMCG Categories)

Province

Radio Listening

Readership

Read or Paged through

Rolling 12-month databases

TV Viewing

Women’s Status

[TOP]

Universe and Sample

Universe

Population Update 2005

Projections 2001-2021 (Prof CJ Van Aardt)

Community Size Changes

New Metroplitan Areas

Trends 1997 to 2000

Tables

[TOP]

Sampling Method

Introduction

Selection of communities

Selection of addresses

Selection of respondents

Disproportional Sampling

Sample and population characteristics

Sample and population tables – 1

Sample and population tables – 2

Household size and composition

[TOP]

The Interview

The Interview

Summary of additions

Summary of deletions

 

[TOP]

Fieldwork and Results

[TOP]

Analysis

Readership

Large Item Decision Makers

Household FMCG category section of the questionnaire

Household Purchasers

Presentation of Results

Weighting

Weight Factors

[TOP]

SAARF Universal Living Standards Measure (SU-LSM®)

Introduction

Development

The SAARF Universal LSM®

Demographics of the 10 SU-LSM® groups

[TOP]

SAARF Lifestyles

Introduction

What are SAARF Lifestyles?

How are SAARF Lifestyles created?

Description of each of the SAARF Lifestyles

Using SAARF Lifestyles

Conclusion

References

[TOP]

 

SAARF Media Groups Measure (SAARF MGM)

Introduction

How was the SAARF Media Groups Measure created?

Description of SAARF MGMs

Using SAARF MGMs in Media Selection

Demographics of the 8 SAARF MGMs

[TOP]

Confidence Limits

Confidence limits

Nomogram

[TOP]

Appendix

[TOP]

Questionnaire

Index to SAARF AMPS® 2005 Questionnaire

SAARF AMPS® 2005 Questionnaire

 

Product Research and Activities Questionnaire - 2005

Index to SAARF Product Research and Activities 2005 Questionnaire

SAARF Product Research and Activities 2005 Questionnaire

Recall cards for SAARF AMPS® 2005

Standard show cards

Mastheads of newspapers, newspaper supplements and magazines

Interviewers Instructions for SAARF AMPS® 2005

Database Layout

| A | C | D | E | F | G | H | I | K | L | M | O | P | R | S | T | U | W |

A

Activities - past 12 months

Activities - past 4 weeks

Activities - FMCG Questionnaire

Age - Detailed

Age - Exact Age

Age - Groups

Appendix - DBSA (Development Bank’s Regions)

Appendix - Occupation - Detailed

Appendix 1 - B3 and B6 Descriptions

Appendix 2 - B7 Descriptions

Appendix -Suburbs  - Cape Town

Appliances  - Small

Appliances - Large

Areas - DBSA (Development Bank’s Regions)

Areas - DBSA (Development Bank’s Regions) - Appendix

Areas - Metropolitan Area - Groups

Average Issue Readership - Individual publications

Average Issue Readership – Totals

 

C

Camera – still film

Camera - digital

Cellphones

Cinema – Average 4 weeks

Cinema - Detailed

Cinema - Groups

Clothing

Community - Detailed Groups

Community - Groups

Cosmetic Usage - Groups (Females)

Cosmetics - Type

Credit purchases

Crime

D

Decision Maker Weight (Household)

Development Bank Regions (DBSA)

Domestic helpers / Household helpers

Durables

Dwelling Type

E

Education - Detailed

Education - Groups

Electricity

F

Film Camera (Still film camera)

Financial Services - Accounts

FMCG  - 1 (Questionnaire)

FMCG  - 2 (Questionnaire)

FMCG  - 3 (Questionnaire)

FMCG  - 4 (Questionnaire)

FMCG – Products  - Usage  - Groups (Ever,Light,Medium,Heavy)

FMCG – Products  - Purchase  - Groups (Ever,Light,Medium,Heavy)

Food & Groceries - Toiletries

Furniture

G

Gender

Grocery Shopping

Geyser in home

H

Head of Household

Home Details

Home Improvements

Home Language  - Detailed

Home Language (11 Groups)

Home Maintenance

Home Ownership

Home Security System

Home Telephone

Household Accessories

Household Composition

Household Decision Maker Weight

Household helpers / Domestic helpers

Household Income - 8 Groups

Household Income - Detailed Groups

Household Income Earners - Number

Household Purchaser - Men

Household Purchaser - Total

Household Purchaser - Women

Household Purchaser Weight

Household Status

Household Weight

I

Income Earners – Number

Insurance Policies

Internet

K

Kitchen sink

L

Language  - Detailed

Language - Home language (11 Groups)

Lifestages - Detailed

Lifestages - Groups

Lifestyle Groups (SAARF Lifestyle Groups)

Literacy

Living Standards Measure (LSM®)  (see SAARF Universal LSM®) (2005)

Living Standards Measure (LSM®) (1993 weights)

M

Marital Status

Marital Status - Men

Marital Status - Women

Media Groups Measure  (MGM) - groups

Medical Aid Scheme

Meter Universe

Metropolitan Area - Groups

Metropolitan Area -Suburbs Lists - Cape Town

MGM - Media Groups Measure - groups

M-Net Decoder

M-Net Main Service - reception via decoder

M-Net Subscription

Modes of Transport

Motor Vehicles - Average Kilometres Travelled

Motor Vehicles - Car Battery

Motor Vehicles - Groups

Motor Vehicles - Household

Motor Vehicles - New / Second Hand

Motor Vehicles - Personal

Motor Vehicles - Trips

Motor Vehicles - Type of Vehicle

Motor Vehicles - Tyres - New

Motor Vehicles - Tyres - Retreaded

Motor Vehicles - Vehicle Recovery System

Motor Vehicles - Year of manufacture

Multichoice DStv decoder

Music - Type

O

Occupation

Occupation - Groups

Occupation Detailed - Appendix

Outdoor  - No. of kilometres travelled

Outdoor Advertising - Detailed

Outdoor Advertising Groups

P

Personal Income - Detailed Groups

Pets

Population Group

Population Weight

Products  - Usage - FMCG - Groups (Ever,Light,Medium,Heavy)

Products  - Purchase - FMCG - Groups (Ever,Light,Medium,Heavy)

Products - 1 Questionnaire

Products - 2 Questionnaire

Products - 3 Questionnaire

Products - 4 Questionnaire

Province

Purchaser Weight (Household)

R

Radio Services / Stations

Radio sets – number

Readership - Newspapers / Magazines

Readership - Newspapers Supplements - (Daily Newspapers)

Readership - Newspapers Supplements - (Weekly Newspapers)

Readership - Newspapers Supplements - (Group Codes)

Readership - Origin of Copy descriptions

Readership - When last read categories

Retail Store Cards

S

SAARF Lifestyle Groups

SAARF Living Standards Measure - (using 1993 weights)

SAARF Universal Living Standards Measure (SU-LSM®) (2005)

Satellite Subscriptions

Shoes

Shopping Patterns

Shopping Patterns - Purchase Responsibility

Small Electrical Appliances

Stock Exchange/Security Exchange

SU-LSM® (2005)

Swimming pool

T

Telephone - Details

Television Services / Stations

Television Sets - Details

Timeshare unit

Toilet Type

Transport - Modes of Transport

Travel

U

Unit Trusts

W

Water

Weight Selection - recommendations

Weights

Women with Children

Work Status - Detailed

Work Status - Men

Work Status - Total

Work Status - Women

Work Telephone

 

 

 

 

| A | C | D | E | F | G | H | I | K | L | M | O | P | R | S | T | U | W |

 

| Introduction | Special Notes | Definition of Terms | Universe and Sample | Sampling Method |

The Interview | Fieldwork and Results | Analysis | SAARF Universal Living Standards Measure | SAARF Lifestyles | SAARF MGM | Confidence Limits | Appendix | Database Layout |

 

 Volume 2

DEMOGRAPHICS AND SERVICES

READERSHIP PROFILE

 

READERSHIP IN THE PAST 6 MONTHS

Frequency of reading 1

Frequency of reading 2

Origin of copy 1

Origin of copy 2

 

 

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