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The Interview ® ® The following descriptions of the SAARF AMPS 2007A (February-June 2007) and SAARF AMPS 2006 (February-June 2006) interviews should be read in conjunction with the actual questionnaires. A copy of ® the SAARF AMPS 2007A questionnaire will be found in the Appendix of this report. (Please refer to the Appendix in the SAARF AMPS® 2006 report for a copy of the SAARF AMPS® 2006 questionnaire). The interview opened with identification of the number of adult men or women in the household, to enable the random selection of the individual to be interviewed. The gender of the respondent is designated prior to the interview. The language(s) read and understood by the respondent are then checked using a comprehension prompt card, and the home language(s) established. The first media section of the questionnaire covered cinema. Last visit was recorded on pre-listed categories. The number of visits in the past 4 weeks is established, if applicable. Three questions follow to determine the past 3 calendar months’ cinema-going in order to provide an average 4-week frequency. The interview then turned to print media. The masthead shuffle cards were numbered 1 to 185 in SAARF AMPS® 2007A and 1 to 169 in SAARF AMPS® 2006. Each card displays a different masthead separately with a heading above the logo indicating its frequency of distribution. All magazines were shown nationally but all conventional newspapers were regionalised. Respondents only found those newspapers obtainable in their broad province in their pack of cards. The definition of 'read or paged through' was explained (this definition remained in the respondent's sight, on a reminder card, throughout this section of the interview). Prior to respondent selection, the interviewer would have shuffled the masthead cards to ensure a random order. The six month readership filter question asked respondents to sort all the publications into two piles, "Yes, I have read or paged through the publication in the past 6 months" or "No, I have not read or paged through the publication in the past 6 months". The number of issues usually read or paged through out of each six (five issues for daily newspapers, three for alternate monthly magazines, two for quarterly magazines) published, was measured for each publication claimed in the past six months. Next, the timing of the last reading was established. The time intervals shown on the recall cards were standard for all publication groups. If the last reading occasion occurred within the issue period, the timing of the first reading was established. Respondents were asked whether the publication was read on one day only or on more than one day. Those claiming "more than one day" were then asked "when first read". Finally, origin of copy was ascertained. Titles were randomised within publication categories for each of the readership questions (post the 6-month filter). If the respondent claimed to have read a daily or weekly newspaper in the past 6 months, which contained supplements, he/she was then shown black and white reproductions of the mastheads of these supplements (on sheets of up to eight) and asked when last each supplement was read or paged through. Ownership of television equipment, including subscription to encoded satellite programmes was ascertained next as a precursor to the television viewing section which included satellite television services. The number of working television sets in the household was established. Respondents were also asked about the presence of an M-Net decoder in the household – or link to M-Net – for non-satellite channels, whether or not the household pays an M-Net subscription to receive the full non-satellite service as well as whether the household receives the M-Net Service via a DStv decoder or a separate M-Net decoder. Details were also obtained on possession of a DStv Satellite decoder and whether or not it is a standard, dual-view or PVR (Personal Video Recorder) (Standard was a new inclusion for 2007). In SAARF AMPS® 2006, the respondent was also asked which, if any, subscription satellite channels the household subscribes to. For SAARF AMPS® 2007A, this question was removed and only respondents with a DStv Satellite decoder were asked whether their household subscribes to the Full DStv service or the DStv Compact service. Page 61 The interviewer then turned to the television viewing section and defined viewing by setting up the TV reminder card showing the definition employed. Having done this, viewing in the past 4 weeks, in the past 7 days and yesterday was checked, using channel prompt cards. The measurement extended not only to on-air transmissions (both non-satellite and satellite) but also covered the viewing of video tapes/DVDs distinguishing between a hired or personally pre-recorded tape (recorded either by the respondent or someone else). The television viewing section continued asking questions on quarter hour viewing of any television channel or service yesterday (weekday), last Saturday and last Sunday. For the radio section, the interviewer first set up the radio reminder card defining what is meant by radio listening. Past 4 weeks, past 7 days and yesterday listening questions followed, using radio station prompt cards. The Internet section started with a question on past 4 week personal use of e-mail (sending or receiving). The section continues with personal access to the Internet/World Wide Web in the past 12 months, in the past 4 weeks, in the past 7 days and yesterday and questions on the incidence of purchases and bookings made in the past 12 months using the Internet. The place where the Internet is accessed, activities done on the Internet and the type of Internet connection at home, were also established. Following this, exposure to various outdoor advertising media was established using a prompt card with black and white photographs of each medium. Respondents were asked when last each medium had been seen. The mobility questions, including the number of kilometres travelled per week or per month, followed. The interview then turned to the acquisition, possession or use of a large number of products and services. These were as follows: Household ownership of motor vehicles, and details of vehicle personally owned, used or maintained. Petrol station where fuel was last put in and where fuel is most often put in was established (new for SAARF AMPS® 2007A). Purchase of retreaded car tyres, new car tyres and car batteries in the previous 12 months. Details of the home, including type of dwelling, amenities, ownership and home improvements. Use of a home security service and ownership of timeshare units. The number of cellular phones in the household and personal usage of a cellular phone. Details of the cellphone personally used most often i.e. make, network, company or private, contract or pre-paid package and monthly cellphone expenses. The frequency in which the respondent engages in various cellphone activities. Next, the number cats and dogs in the household was established. Activities in the past 12 months. Personal use of financial services and facilities. Ownership of a retail store card. Membership of a medical aid scheme via own or family member’s employer. Personal investment in the Stock Exchange/Security Exchange. Investment in unit trusts or a mutual fund. Personal ownership of long and short term insurance, policies and investment plans. Durables, such as appliances or furniture, purchased on credit in the past 12 months. The purchase of new small electrical appliances, household accessories and furniture in the past 12 months. Page 62 Ownership of a still film camera, digital camera, video camera and a cellphone with a camera. Personal ownership of, or access to electronic devices and the time spent listening to music on these devices (new inclusion for 2007). Responsibility for household purchases and detailed food, grocery, toiletry and convenience shopping behaviour was obtained. Travel patterns including air travel within and outside Southern Africa, business trips, pleasure trips, holidays in Southern Africa within specified time periods. Purchase of women's inner and outer items, men's and children's clothing (not sport) and sports clothing in the past 3 months. Purchase of women's, children's and men's shoes in the past 3 months. Purchase of women's, children's and men's sports and exercise shoes in the past 3 months. The use of 7 types of cosmetic products. Ages of own children, of children living at home, of dependant children and whether the respondent is the primary purchase decision maker for any children (primary purchase decision maker was a new inclusion for 2007). Questions on other dependents (not own children) and whether living with parent(s) conclude the lifestage questions. The possession of and new past 12 month purchase of 20 durable items. The type of television purchased in the past 12 months – standard or plasma/LCD. The number of working radio sets in the household, excluding those in vehicles. In the personal data section, extensive classification data was collected: marital status; employment status; occupation; age group; education level; household composition; number of income earners; household income; personal income; the major contributor; decision makers; domestic workers in household; telephone ownership (excluding cellular phone). Respondents were then asked to complete both a 7-day Radio Diary and a Self-Completion Product Research and Activities questionnaire. Both were placed with the respondent. A