Flow Test: the telephone survey revisited

In parallel with the spring fieldwork in Toronto, the Roadmap Committee is conducting a test of the telephone survey to determine if a change in how the questions are asked and/or what questions are asked is needed. This “flow test” is required because the newspaper and media landscape has evolved and the NADbank questionnaire needs to reflect the changes in the marketplace.

While the current telephone questionnaire is providing accurate and reliable data NADbank must be prepared for changes in the marketplace.

The questionnaire needs to be brief, asking about a limited number of printed editions of daily newspapers. With the addition of new printed newspapers and the introduction of “Internet” editions, in a variety of forms, the amount of time asked of the respondent has increased. The complexity of the medium also places a strain on the respondent. Once someone has agreed to participate it is essential that the interview be succinct and flow easily to ensure respondents are engaged and providing quality answers to questions.

To ensure that the survey continues to provide high quality interviews the Roadmap Committee believes that a new questionnaire flow - model - should be considered.

An improved questionnaire flow will:

  • Reduce the length and complexity of the survey;
  • Facilitate measurement of both the online and printed versions of each title;
  • Address different publication schedules;
  • Develop a readership measurement model that reflects today’s newspaper and addresses the direction of the medium;

The test will incorporate two different surveys; the first, a re-organization of the questions now being asked and a second, new survey which simplifies the print readership questions and adds more detailed online questions. The committee will review the results as soon as possible in order to have an impact on the 2010 Study.

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