WHY SURVEY BY TELEPHONE?

There are three common survey approaches to measuring public opinion: face-to-face interviews, mail surveys and random sample telephone surveys.

Face-to-face interviewing is very labor intensive and therefore very expensive. This approach is often useful for internal needs assessments within organizations but rarely used to measure the opinions of a large population.

Mail surveys are more common and are a useful method for reaching a large population. The biggest problem with mail surveys is that you have no control over who responds—who takes the time to fill out the questionnaire and mail it back and who doesn’t. In other words, the responses to a mail survey are not random and therefore there is no statistical basis for determining that the opinions of those electing to respond to the mail survey mirror the views of the entire population. We might find, for example, X% of the people who elected to respond to a mail survey said there were unhappy with the city council, but perhaps those who are unhappy with the city council are more (or less) likely to fill out and mail back the questionnaire compared to those who are happy with city council.

The random sample telephone survey is the best method for measuring public opinion of large groups, principally because it is the most accurate. Telephone surveys use a random sample of the entire population to interview, providing a statistical basis for projection the opinion of the random sample to the entire population. The key is that everyone in the population has an equal chance of being included in the sample—young/old, male/female, married/single, high/low income; those who view government access/those who don’t, etc. We therefore recommend a telephone survey for government access channel audience surveys.

WHY USE THESE MODEL SURVEY QUESTIONS?

Many local governments have surveyed viewers of its cable access channel. In fact, there is no better way to find out what your audience likes and doesn’t like about your channel and programming.

Problem is, unless everyone is asking the same questions, we’re very limited in how we can compare results, community to community. While there is usually more than one valid way to word a survey question for a particular objective (and many more invalid ways), different wording can give you different results and limit, even eliminate the ability to validly compare results among surveys.

The following sample questions have been used successfully for over 20 years by ETROK RESEARCH, Jackson Hole, Wyoming. Of course you can add questions as needed for your situation requires. But more of us use these core model questions, the better we can compare results and document regional and national government access viewership, preferences and trends.

>>SAMPLE TELEPHONE QUESTIONS<<

GOVERNMENT ACCESS CHANEL AWARENESS

This question serves to find out how many people are know which channel carries the government channel, including those subscribers who may not be regular viewers.

If you can, please tell me on what cable channel you can find [GOVERNMENT ACESS CHANNEL].

[ 1 ] CHANNEL XX [ 2 ] OTHER

[IF ANSWERED CHANNEL XX, say " That's right, [GOVERNMENT ACESS CHANNEL] is on Channel XX."]

[IF ANSWERED OTHER, say "Well, [GOVERNMENT ACESS CHANNEL] is on actually on channel XX."]

CHANNEL VIEWERSHIP

These questions determine how many watch the government access channel and what they think about it. Follow-up question “a” serves to determine if a person knows about the channel that carries the city council meetings, even though they may not know what it’s called or what channel it’s on.

Have you ever watched [THE GOVERNMENT CHANNEL], cable channel XX?

[ 1 ] YES [IF YES, SKIP TO NEXT QUESTION # XX] [ 2 ] NO

a. IF NO: The [THE GOVERNMENT CHANNEL] is the channel that carries the City Council meetings. Have you seen any of the council meetings on cable?

[ 1 ] YES [ 2 ] NO [IF NO, SKIP TO END OF SURVEY – DEMOGRAPHICS QUESTIONS]

b. IF YES: How often do you watch programs on [THE GOVERNMENT CHANNEL].

Do you watch at least once a week, once a month,

once every few month, or never?

[ 1 ] AT LEAST ONCE A WEEK

[ 2 ] AT LEAST ONCE A MONTH

[ 3 ] ONCE VERY FEW MONTHS

[ 4 ] NEVER

[ 9 ] DON’T KNOW/OTHER

CITY COUNCIL MEETING VIEWERSHIP

The City Council meetings are carried on the [GOVERNMENT ACCESS CHANNEL]. Tell me if you watch council meetings on cable often, occasionally, rarely or never.

[ 1 ] OFTEN [ 2 ] OCCASIONALLY [ 3 ] RARELY [ 4 ] NEVER

HOW VIEWERS LEARN ABOUT PROGRAMMING ON CHANNEL

How do you usually find out about programs on the [GOVERNMENT ACCESS CHANNEL]? _____________________________

WHEN PEOPLE WATCH

What day or days of the week do you watch the programming on [GOVERNMENT ACESS CHANNEL]? [CHECK ALL DAYS GIVEN

[ 1 ] SUNDAY [ 2 ] MONDAY [ 3 ] TUESDAY

[ 4 ] WEDNESDAY [ 5 ] THURSDAY [ 6 ] FRIDAY

[ 7 ] SATURDAY [ 9 ] DON”T KNOW/OTHER

What time of the day do you usually watch the programming on [GOVERNMENT ACESS CHANNEL]? Mornings, Afternoons, or Evenings, or Late Night?

[ 1 ] MORNINGS (6AM TO NOON)

[ 2 ] AFTERNOONS (NOON TO 5PM)

[ 3 ] EVENINGS (5PM TO MIDNIGHT)

[ 4 ] LATE NIGHT (MIDNIGHT TO 6AM)

[ 9 ] DON”T KNOW/OTHER

HOW VIEWERS VALUE CHANNEL

How important is it that the City provides a cable TV channel showing City Council meetings and other programming? Would you say it is very important, somewhat important, somewhat not important, or not important at all?

[ 1 ] VERY IMPORTANT [ 2 ] SOMEWHAT IMPORTANT

[ 3 ] SOMEWHAT NOT IMPORTANT [ 4 ] NOT IMPORTANT AT ALL

[ 9 ] DON’T KNOW/OTHER

HOW VIEWERS RATE QUALITY OF PROGRAMS

Would you rate the quality of the programming on [THE GOVERNMENT CHANNEL] as excellent, good, fair, or poor?

[ 1 ] EXCELLENT [ 1 ] GOOD [ 2 ] FAIR [ 3 ] POOR

[ 9 ] DON’T KNOW/OTHER

PROGRAM REPEATS

Do you think the programs on THE GOVERNMENT CHANNEL] are repeated too often, not often enough, or just right?

[ 1 ] TOO OFTEN [ 2 ] NOT ENOUGH [ 3 ] JUST RIGHT

[ 9 ] DON’T KNOW/OTHER

RECALL OF SPECIFIC PROGARMS

Now I'm going to name some [THE GOVERNMENT CHANNEL] programs. Please let me know if you have seen them by answering yes or no.

YES NO

a. "School Board Meeting Coverage” [ 1 ] [ 2 ]

b. "Planning Commission Meeting Coverage” [ 1 ] [ 2 ]

c. "Rent Control Board Meeting Coverage” [ 1 ] [ 2 ]

d. "This week in Springfield” [ 1 ] [ 2 ]

e. ETC….

Can you name or describe any other programs you have seen on [THE GOVERNMENT CHANNEL]?

[____________________________________________________________]

What is your favorite [THE GOVERNMENT CHANNEL] program?

[____________________________________________________________]

[RECORD ONE ANSWER ONLY]

PROGRAMMING PREFERENCES

I'm going to name some types of programs that the city might put on [THE GOVERNMENT CHANNEL] . For each, please tell me if you would like to see less of this programming, about the same or more.

ABOUT

LESS THE SAME MORE

a. government meetings [ 1 ] [ 2 ] [ 3 ]

b. documentaries about [ 1 ] [ 2 ] [ 3 ]

local history

c. local sports coverage [ 1 ] [ 2 ] [ 3 ]

d. theater and music performances [ 1 ] [ 2 ] [ 3 ]

e. Santa Monica Symphony [ 1 ] [ 2 ] [ 3 ]

performances

f. documentaries about local issues [ 1 ] [ 2 ] [ 3 ]

g. call-in talk shows [ 1 ] [ 2 ] [ 3 ]

h. local news [ 1 ] [ 2 ] [ 3 ]

i. College credit telecourses [ 1 ] [ 2 ] [ 3 ]

j. High School [ 1 ] [ 2 ] [ 3 ]

programming

k. community event coverage [ 1 ] [ 2 ] [ 3 ]

l. local election programming [ 1 ] [ 2 ] [ 3 ]

m calendar of events [ 1 ] [ 2 ] [ 3 ]

n. job listings [ 1 ] [ 2 ] [ 3 ]

o Are there any other types of programs you would like to see on
[THE GOVERNMENT CHANNEL] ?

[_________________________________]

INTERNET VIEWERSHIP OF GOVERNMENT ACCESS CHANNEL

Do you have a personal computer in your home?

[ 1 ] YES [ 2 ] NO [GO TO Q# XX.]

a. [IF YES] Do you use your computer to access the Internet?

[ 1 ] YES [ 2 ] NO [GO TO Q# XX

b. [IF YES] Do you have a high speed Internet connection

such as Cable Modem, DSL, or ISDN?

[ 1 ] YES [ 2 ] NO

c. How often do you access the Internet: once a day,

at least once a week, at least once a month, or rarely?

[ 1 ] ONCE A DAY [ 2 ] ONCE A WEEK

[ 3 ] ONCE A MONTH [ 4 ] RARELY

…If Government Access Channel is currently on Internet

Did you know the City Council meetings are now also carried on

the Internet?

[ 1 ] YES [ 1 ] NO [IF NO, SKIP TO QUESTION # XX]

a. Tell me if you watch council meetings on the Internet often,
occasionally, rarely or never.

[ 1 ] OFTEN [ 2 ] OCCASIONALLY
[ 3 ] RARELY [ 4 ] NEVER

[ 9 ] DON”T KNOW

…If Government Access Channel is not currently on Internet

Would you like to view government programs on the Internet?

[ 1 ] YES [ 1 ] NO

DEMOGRAPHICS

Recording at least some demographic serves several purposes. For example, with demographic information, you can breakdown (“cross-tab”) survey responses by, for example, gender or households with children vs. households without. Also, comparing the gender, age, education, etc, of your survey sample with local stats will give you an idea of how well your survey sample mirrors your community as a whole. It’s best to ask demographic questions at the end of your survey, in case some interviewees object to giving this information. Never demand a response.

Are you married?

[ 1 ] YES [ 2 ] NO [9] REFUSE

Do you have any children under 18 living at home?

[ 1 ] YES [ 2 ] NO [9] REFUSE

Would you please tell me your age?

[ __ __ ] AGE [9] REFUSE

How much education have you completed? [RECORD HIGHEST LEVEL]

[ 1 ] H.S. DEGREE OR LESS [ 2 ] SOME COLLEGE

[ 3 ] COLLEGE GRAD [ 4 ] POST GRADUATE WORK

[ 9 ] REFUSE

[RECORD GENDER AFTER INTERVIEW] [ 1 ] MALE [ 2 ] FEMALE