Private & Confidential
SAARF AMPS 2004
RELEASE DATABASE LAYOUT
ADULTS
** General Release
Prepared for:- South African Advertising Research Foundation (SAARF®)
Prepared by:- Nielsen Media Research
Copyright Reserved Apr-04 06/08/04 SAARF AMPS 2004
AMPS ® 2004 CD General Release PAGE A
TECHNICAL DATA
Informants : 24489
Adult Population : 30310
H/Hold Weight : 10143
Cards Per : 1-48,51,53,54,70-71,90-93,201-233,301-304 Questionnaire
Questionnaire No. : Columns 1-6
Card Designation : Columns 78-80 (Numeric) (3 digits)
Adult Population : c9227-c9236 Weight
Household : c9237-c9246 Weight (## Not to be used with personal demographics)
Household : c9247-c9256 Decision Maker (## Not to be used with personal demographics) Weights (These must be used for Household Products only on a filtered base of male heads of household and female housewives = c9147'2')
Household : c9257-c9266 Purchaser Weights (These must be used for Household Products only on a filtered base of those wholly or partly responsible for the day-to-day purchases of the household = c9147'1')
Weight Format : Weights stretch over 10 columns with the seventh column being the decimal point represented an '&38' (.000)
Weight Decimal Point Columns
Population c9233-c9236 Household c9243-c9246 Decision Maker c9253-c9256 Purchaser c9263-c9266 06/08/04 SAARF AMPS 2004
RECOMMENDATIONS FOR WEIGHT SELECTION PAGE B
There are 4 sets of weights on the SAARF AMPS 2004 CD
The type of analysis to be done and the phrasing of the question will determine which weight should be used. The following are guidelines for when a weight other than personal should be used.
Household Weights (c9237-c9246)
The questions asked pertaining to household ownership, usage or purchase are the following:-
C1-C6 G1 H1-H13 J1 (1) L1
S1-S2 T1-T4 PD10-PD12 PD15-PD16 PD17 (Home Telephone only)
If the analysis is to establish household incidence or number of units, or monetary value then the Household Weight (c9237-c9246) should be used. No filter is necessary. No personal demographics or habits are applicable.
If the analysis is to be done to establish media usage or other personal demographics then the Household Decision Maker Weight (c9247-c9256) should be used after filtering c9147'2', I.e. Male heads of household and Female housewives.
The wording of the question and purpose of the analysis determines whether analysis by household decision maker weights is meaningful.
Purchaser Weight (c9257-c9266, filtering c9147'1') Use this weight with Household Products Purchased. 06/08/04 PAGE 1 SAARF AMPS 2004
Card & col Code
Age Groups : 16-24 9152 1 25-34 2 35-49 3 50+ 4
Areas : See Metropolitan Area Page 5 See Development Bank Regions Page 3
Average : See Readership Section in Questionnaire Section pg. 4 - 8 Issue Readership
Cinema : Up to 7 days 9109 1
Up to 14 days 2