|
CIES specialises in Media Audience Surveys,
which it has been conducting in the Basque Country and Navarra
since 1984.
This a Multimedia Audience assessment which investigates cross-media
information and entertainment consumption behaviour, including
usage of Radio, Television and the Internet.The data collection
methodology uses questionnaires based on previous day recall,
which are put to a sample of users with set quotas for age,
gender, habitat, district and province. The questionnaire
covers press, radio and television consumption behaviour as
well as socio-economic, cultural, linguistic and consumption
variables.One-on-one interviews are conducted in the home,
enabling interviewers to hand out cards for the different
media and programme schedules.Both the research costs and
findings are shared by all the customers (the media, advertising
agencies and major advertisers). At six monthly intervals
the survey is fielded, findings edited and a resume of the
basic findings is distributed to customers, who then have
access to the data base in order to obtain a more in-depth
analysis.Each survey involves approximately 1,000 interviews
per province, which results in a yearly total of 8,000, thus
ensuring a high rate of representation. In addition the audience
survey includes a section on household equipment and consumption
which can be adapted to customer needs and is extremely useful
in relation to products or services of mass consumption such
as food, distribution, household appliances, automobiles,
banking and insurance services, public services, telephony
and the Internet ... etc.
|
|
