Media Audience Surveys in the Autonomous Communities of Euskadi and Navarra.
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.